Redefining Truth

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Moment of Truth

Moment of Truth
Author :
Publisher : Springer
Total Pages : 190
Release :
ISBN-10 : 9780230203884
ISBN-13 : 0230203884
Rating : 4/5 (884 Downloads)

Book Synopsis Moment of Truth by : A. Bauer

Download or read book Moment of Truth written by A. Bauer and published by Springer. This book was released on 2005-12-12 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.


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