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Download Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands djvu

Download Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands djvu

by Nicholas Ind

Author: Nicholas Ind
Subcategory: Business Culture
Language: English
Publisher: Kogan Page; New edition (April 1, 2006)
Pages: 236 pages
Category: Perfomance
Rating: 4.5
Other formats: docx lrf txt mbr

This is an inspiring book, a plea for the new approach - one that does not just put . Nicholas Ind is an established author, consultant and academic. In effect, Beyond Branding brings together knowledge of the world's leading branding authorities - and their most pressing issues - in one volume.

This is an inspiring book, a plea for the new approach - one that does not just put the heart back into brand planning. He writes for business journals including Brand Management and Strategy and Business. It is a "call to arms" for branding and business in general: the authors argue that the changes can take place immediately in any organization, beginning with the individual.

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The contributors aim to show that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. The essays explore responsibility in the context of brands: Why do some brands behave ethically and others not?

The contributors aim to show that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing.

Find many great new & used options and get the best deals for Beyond Branding: How the New Values of. .New (other): lowest price. The lowest-priced item in unused and unworn condition with absolutely no signs of wear

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Beyond Branding explores responsibility in the context of brands: why do some brands behave ethically and others not? .

Book DescriptionIn response to the growing anti-globalization movement and the perception that brands are . The essays explore responsibility in the context of brands: Why do some brands behave ethically and others not?

Book DescriptionIn response to the growing anti-globalization movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. The contributors aim to show that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. The essays explore responsibility in the context of brands: Why do some brands behave ethically and others not? Why do some brandsengage their employees and others manipulate them?

""This is an inspiring book, a plea for the new approach -- one that does not just put the heart back into brand planning, but puts the brand back at the heart of the organization... It is fresh thinking, which may help you think differently about brands."" --- Marketing