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Ind, Nicholas/ Bjerke, Rune 作者

John Wiley & Sons Inc

译者

2007-5 出版日期

288 页数

398.00元价格

HRD

丛书系列

9780470030752 图书编码

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Branding Governance 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Branding Governancechallenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers. Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers and employees as active participants in defining and developing the brand. This requires the relationship between organization and customer to be one of trust, respect and authenticity.

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