Brand Engagement [electronic resource]

• Tác giả: I Buckingham
• ISBN-13: 978-0230579507
• Ký hiệu phân loại: 658.8 Management of marketing
• Mô tả vật lý: X, 221 p. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 306156
• Chủ đề: 1. Communication in organizations; 2. International business enterprises; 3. Marketing; 5. Corporate Communication; 6. International Business

Tóm tắt

This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.