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Brand warriors : corporate leaders share their winning strategies

Author: Fiona Gilmore
Publisher: London : HarperCollinsBusiness, 1999.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

A collection of essays on the nature of brands and brand building aimed at general managers, CEOs and business students. Talking about the crucial aspects of brand management, there are contributions  Read more...

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Document Type: Book
All Authors / Contributors: Fiona Gilmore
ISBN: 0006388922 9780006388920
OCLC Number: 40838970
Notes: Originally published: London : HarperCollins, 1997.
Includes index.
Description: xiv, 263 pages : illustrations ; 20 cm
Contents: Includes two chapters not contained in 1997 edition.
Responsibility: edited by Fiona Gilmore.

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'It would be hard to top some of the brands discussed in this book. Fifteen essays explore the problems of a major brand and how to update, extend and improve it... there are many stimulating notions Read more...

 
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