ENGLISH

Brand Engagement: How Employees Make or Break Brands

By Ian P. Buckingham (auth.)

Book information

Publisher
Palgrave Macmillan UK
Year
2008
ISBN
978-1-349-36447-3, 978-0-230-57950-7
DOI
10.1057/9780230579507
Language
english
Format
PDF
Filesize
2 MB (2373083 bytes)
Series
International Political Economy Series
Edition
1
Pages
X, 221\229
Time added
2017-04-19 23:43:59
Marketing; International Business; Corporate Commu

Description

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.

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