- Hardcover: 286 pages
- Publisher: John Wiley & Sons; 1 edition (10 Sept. 2004)
- Language: English
- ISBN-10: 0470862599
- ISBN-13: 978-0470862599
- Product Dimensions: 16 x 2.2 x 23.6 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 1,280,405 in Books (See Top 100 in Books)
- See Complete Table of Contents
The Business of Brands Hardcover – 10 Sep 2004
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"...would make an ideal gift for anyone interested in marketing and the management of brands..." -- Campaign, 10th December 2004
From the Inside Flap
Brands are moving to the centre of business. Top management need to understand how to manage the potential of brands and this book will help.'
Sir Niall FitzGerald, Chairman of Reuters (former Chairman of Unilever)
I do not believe there is a successful company left in the world that seriously questions the importance of brands but to manage brands profitably means accepting their complexity. For those of us who continue to grapple with these complexities, this book offers welcome new insights and case-based guidance.'
Sir Martin Sorrell, Chairman of WPP Group plc
This book organises the best thinking on brands from around the world. It helps readers understand the power of brands and guides them on how to make the case for brand investment.'
Professor John Quelch, Associate Dean of Harvard Business School
Brands play a vital role in business by setting expectations, motivating employees, attracting talent, strengthening relationships, and by building emotional bonds with consumers. As this book demonstrates, everybody is in the business of brands.'
Shelly Lazarus, Chairman and Chief Executive, Ogilvy & Mather Worldwide"See all Product Description
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Top Customer Reviews
If you are a student of marketing or a marketer looking to make your case for brand investment at board level this is the book for you.
Most Helpful Customer Reviews on Amazon.com (beta)
It's a great read for those anyone interested in the role of Brands in business and society. Beware though, it's not an academic work, and it's not a "how to" recipe book.