Beyond the brand : why engaging the right customers is essential to winning in business / John Winsor.
Material type:
TextPublisher: Chicago, Ill. : Dearborn, 2004Description: 304 p. ; 23 cmISBN: - 0793188369
- 658.8 22
Contents:
1. The illusion of control -- 2. The adventure of branding -- 3. Power to the people -- 4. Getting beyond the brand -- 5. Step one : focus on key voices -- 6. Step two : get the story -- 7. Step three : listen -- 8. Step four : find inspiration -- 9. Step five : hone your intuition -- 10. Step six : find the center of gravity -- 11. Step seven : tell the story -- 12. Case study : Millennials Explored.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.8 WIN (Browse shelf(Opens below)) | 1 | Available | A261628B |
Browsing City Campus shelves, Shelving location: City Campus Main Collection Close shelf browser (Hides shelf browser)
Includes bibliographical references and index.
1. The illusion of control -- 2. The adventure of branding -- 3. Power to the people -- 4. Getting beyond the brand -- 5. Step one : focus on key voices -- 6. Step two : get the story -- 7. Step three : listen -- 8. Step four : find inspiration -- 9. Step five : hone your intuition -- 10. Step six : find the center of gravity -- 11. Step seven : tell the story -- 12. Case study : Millennials Explored.
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