Brand leadership / AAKER, David A. ; JOACHIMSTHALER, Erich

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Brand leadership / AAKER, David A. ; JOACHIMSTHALER, Erich

Book

AAKER, David A. | JOACHIMSTHALER, Erich

Published by Free Press - 2000

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2000

ISBN: 0-684-83924-5

Note

Figures, illustrations

Geographical area: GENERAL

The authors describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter and Gamble. This fundamental shift involves nothing less than a revolution in organisational structure, systems and culture. The authors demonstrate these ideas with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Atlantic, Adidas, IBM, McDonalds and Swatch.

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