Integrated Branding: Becoming Brand-Driven Through Companywide Action, F. Joseph LePla, Lynn M. Parker

Integrated Branding: Becoming Brand-Driven Through Companywide Action, F. Joseph LePla, Lynn M. ParkerFor deeper, more loyal customer relationships and enhanced profit margins, companies must actually live the brands they sell. This approach is called integrated branding and its not just a communications strategy. It is a way of operating, an overall way of doing business, and a way to make certain a companys products are based on two mutually reinforcing concerns: what do customers value and what does the company do best in relation to what customers want? The tools to accomplish this are called drivers. LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Marketing professionals will find this essential, as will corporate strategists and others who make decisions that ultimately determine the organizations future. Обо всём этом и не только в книге Integrated Branding: Becoming Brand-Driven Through Companywide Action (F. Joseph LePla, Lynn M. Parker)


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