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Warriors on the High Wire

By (author) Fiona Gilmore





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| book description |

Building on the success of Brand Warriors , the contributors to Warriors on a High Wire demonstrate exactly why nothing is as important as managing the brand if a company is to prosper. Top CEOs talk about crucial aspects of brand management - how their companies preserve, protect and build on their brand identity to acheive success - in an accessible style aimed a general managers, CEOs and business students. Like Brand Warriors , this more-than-a-sequel addresses topical issues facing CEOs and marketing professionals, uses well-known companies to provide case histories, and explores markets which are inherently interesting and dynamic. In addition, new ingredients have been added: editorial comment throughout the book, comparisons between different strategies, definitions of best practice, and exploration of the relationships between the corporate brand, and individual brands.

| product details |



Normally shipped | Enquiries only
Publisher | HarperCollins Publishers
Published date | 6 Aug 2001
Language |
Format | Paperback / softback
Pages | 288
Dimensions | 234 x 153 x 0mm (L x W x H)
Weight | 0g
ISBN | 978-0-0071-2891-4
Readership Age |
BISAC | business & economics / sales & selling

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