A New Brand World - 9780142001905
Un libro in lingua di Scott Bedbury Stephen Fenichell edito da Penguin Group USA, 2003
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What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning-and failed-branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
Informazioni bibliografiche
- Titolo del Libro in lingua: A New Brand World
- Sottotitolo: 8 Principles for Achieving Brand Leadership in the 21st Century
- Lingua: English
- Autori : Scott Bedbury Stephen Fenichell
- Editore: Penguin Group USA
- Collana: Penguin Group USA (Paperback)
- Data di Pubblicazione: 01 Marzo '03
- Genere: BUSINESS and ECONOMICS
- Argomenti : Brand name products New products Management
- Pagine: 240
- Dimensioni mm: 203 x 133 x 12
- ISBN-10: 0142001902
- EAN-13: 9780142001905