Brand Engagement
Author(s)
I. Buckingham
I. Buckingham
This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.
Keywords
General, Economics, Public Relations, General, Business & Economics -> Marketing -> Principles of Marketing, Business & Economics -> Economics -> International Economics, Business & Economics -> Business -> Public Relations, SC513000, SC525000, SC513040, SUCO41135, Business & Economics -> Management -> International Business, 3339, 5543, 5193
General, Economics, Public Relations, General, Business & Economics -> Marketing -> Principles of Marketing, Business & Economics -> Economics -> International Economics, Business & Economics -> Business -> Public Relations, SC513000, SC525000, SC513040, SUCO41135, Business & Economics -> Management -> International Business, 3339, 5543, 5193
| ISBN-10: | 0230579507 |
|---|---|
| ISBN-13: | 9780230579507 |
| Book pages: | 625 |
| Book language: | English |
| Edition: | 6 |
| Binding: | eBook |
| Publisher: | Springer Nature |
| Dimensions: | Page Fidelity |
