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Mike Moser United we brand
how to create a cohesive brand that's seen, heard, and remembered
"Today's customers face a dizzying array of choices, whether they're buying a car, choosing a school, or contributing to a charity. As a result, brand is often the critical differentiating factor in a customer's decision-making process. - Yet for most companies, there is a yawning gap between how the brand is viewed within the company - and how it is perceived out in the world. - "Marketing veteran Mike Moser argues that the problem isn't that executives don't "get" their brand. - It's that they...
Non-fictie
Engels | 165 pagina's | Harvard Business School Press, Boston, MA | 2003
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