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Building the Brand-Driven Business

Building the Brand-Driven Business

Make brand-building everyone's business.

Auteur(s) : Scott M. Davis, Michael Dunn

Éditeur : Jossey-Bass

Date de parution : 2002

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Many companies consider that brand building is a matter for the marketing or advertising department. To the authors, this point of view is limiting. They incite companies to engage the entire organization in building the brand. In particular, they recommend developing a brand-based culture and ensuring that each external touchpoint is used to reinforce the brand.


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