Brand Engagement (精装)
分类: 图书,进口原版书,Business & Investing(商业与投资),Management & Leadership(管理与领导力),Management,
品牌: Ian Buckingham
基本信息出版社:Palgrave Macmillan (2007年11月14日)外文书名:品牌约定精装:256页正文语种:英语ISBN:0230573061条形码:9780230573062产品尺寸及重量:23.4 x 16 x 2.4 cm ; 522 gASIN:0230573061商品描述内容简介在线阅读本书
The branding landscape is dominated by the marketers, the people who commission and make the adverts. In our consumer society, brands have become an obsession. But an often forgotten fact is that the people who make or break brands are the employees, the individuals within organizations who are committed to winning the brand war. Neglect the employees and risk brand disasters of the Barings scale or creeping brand death, a slow poisoning from within. The author 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. Management tomes on marketing abound, yet no definitive text exists that explores the importance and impact of a holistic approach to communications. This book addresses the balance, providing an accessible, edgy authenticity including a mix of anecdotal first person narrative and "scientific" method and form.编辑推荐Review
“Unlike most management texts Ian’s book is not just a nagging reminder of the importance of employee engagement but it gives valuable insights into how to develop effective relationships within organizations in the best interest of customer service and ultimately the brand. It does so in a very inspiring but accessible and approachable way.” -Richard Skelley,Head of Professional Services Royal Bank of Scotland