Cargando…

ProfitBrand : how to increase the profitability, accountability & sustainability of brands /

Nick Wreden passionately believes that it is time for brand managers, CEOs and CFOs to speak the same language. Brand managers need to lift their heads above the buzz of marketing and advertising jargon and understand the strategic imperatives of business: profitability, accountability and sutainabi...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Wreden, Nick
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Sterling, VA : Kogan Page, ©2005.
Temas:
Acceso en línea:Texto completo
Descripción
Sumario:Nick Wreden passionately believes that it is time for brand managers, CEOs and CFOs to speak the same language. Brand managers need to lift their heads above the buzz of marketing and advertising jargon and understand the strategic imperatives of business: profitability, accountability and sutainability. As a result of the increasing ineffectiveness of mass-media marketing, CEOs and CFOs are demanding greater accountability and more sustainable results for their marketing investments. ProfitBrand offers a comprehensive metrics-based approach to branding that allows companies to directly link b.
Descripción Física:1 online resource (vii, 240 pages) : illustrations
Bibliografía:Includes bibliographical references (pages 227-233) and index.
ISBN:1423728548
9781423728542
159875856X
9781598758566
9780749446192
0749446196