2 of 2 people found the following review helpful
An excellent second edition - worth bying twice!,
This review is from: The Brand Gym: A Practical Workout to Gain & Retain Brand Leadership (Hardcover)
I bought this book several years ago when I was studying for my CIM Advanced Diploma.
What attracted me then was the fresh approach - not overly academic but very well researched and thought through, really more of an operating manual that you could dip into for inspiration.
So, when I heard that the book was being updated I was first in the queue and I'm not disappointed. One of the main strengths of the first edition was the range of case studies and these have been refreshed, providing a fascinating insight into corporate marketing and brand management in the noughties.
If you're working in marketing and you ain't got a well-thumbed copy of this book on your office shelf, then you ain't a true marketeer!
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