Moment of Truth
| Author | : A. Bauer |
| Publisher | : Springer |
| Total Pages | : 190 |
| Release | : 2005-12-12 |
| 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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