A New Brand World-Business and Management-買書書 BuyBookBook
A New Brand World-Business and Management-買書書 BuyBookBook

A New Brand World

Eight Principles for Achieving Brand Leadership in the Twenty-First Century

Scott Bedbury (Author) • Stephen Fenichell (Author) ... more
Edition: US - Paperback / softback
Price:
HK$105.00 HK$160.00
Stock:
Out of stock
Product Info
English • Age Adult - Adult
240 pages • 5.48 x 8.34 x 0.55 in
Approx. weight: 0.49 lb
Publication date: 25 Feb,2003
Barcode: 9780142001905 • Penguin Books
More books in English for Age Adult - Adult
Business and Management
  • Sales and marketing
  • Management and management techniques
  • Entrepreneurship / Start-ups

Description

By: Scott Bedbury, Stephen Fenichell  
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

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