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...
Clasificación: | Libro Electrónico |
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Autor principal: | |
Formato: | Electrónico eBook |
Idioma: | Inglés |
Publicado: |
London ; Sterling, VA :
Kogan Page,
©2005.
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Temas: | |
Acceso en línea: | Texto completo |
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. |
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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 |