Moment of Truth Redefining the Marketing Agenda
, by Bauer, Andreas; Bloching, Bjoern; Howaldt, Kai; Mitchell, AlanNote: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9781403998965 | 1403998965
- Cover: Hardcover
- Copyright: 3/3/2006
The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the center of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.