Branding governance : a participatory approach to the brand building process / Nicholas Ind and Rune...
Branding governance : a participatory approach to the brand building process / Nicholas Ind and Rune...
Branding governance : a participatory approach to the brand building process / Nicholas Ind and Rune Bjerke.
About this item
Full title
Author / Creator
Publisher
Chichester ; Hoboken, NJ : John Wiley & Sons, c2007.
Call Numbers
N658.827/54
Record Identifier
MMS ID
Language
English
Formats
Physical Description
Physical content
p. cm.
Contents
Pt. I. Two concepts of brand building -- 1. The outside-in perspective -- 2. The inside-out perspective -- Pt. II. Participatory branding and the assemblage -- 3. A participative approach to marketing -- 4. Participatory marketing -- 5. Human resources -- 6. Culture -- 7. Participatory leadership --...
Publication information
Publisher
Chichester ; Hoboken, NJ : John Wiley & Sons, c2007.
Place of Publication
England
Date Published
c2007.
Subjects
More information
Scope and Contents
Summary
"Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in the marketing communications-led approach to brand-building, and argue instead for a highly participative, organisation-wide process that delivers both fulfilment to employees and v...
Alternative Titles
Full title
Branding governance : a participatory approach to the brand building process / Nicholas Ind and Rune Bjerke.
Notes
General note
Includes bibliographical references and index.
Identifiers
Primary Identifiers
Call Numbers
N658.827/54
Record Identifier
74VK7KzWgkaZ
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/74VK7KzWgkaZ
Other Identifiers
ISBN
9780470030752 (cloth)
0470030755
DDC
658.827
MMS ID
991022766559702626
