Brand Warfare: 10 Rules for Building the Killer Brand: Lessons for New & Old Economy Players

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Our Price: $15.00

Year: 2001
Pages: 185
Binding Paperback
ISBN 71398503

Product Code: 756780349

Description

David F. D’Alessandro (au); Michele Owens (au). In a world where consumers have infinite choices, it’s almost impossible to compete without a compelling brand. Creating one, however, requires vision, daring, & the ability to understand the consumer. Above all, brand building requires knowledge of the pitfalls & the opportunities in every business decision. The care & feeding of brands is a battle; this book provides the strategic ammunition needed to win. D’Alessandro is CEO of John Hancock Financial Services, a Fortune 500 company. He offers a blunt, entertaining, provocative, relentless, & no-holds-barred account of how to build a great image or brand. Practical, psychologically astute & clearly written, this book has much to offer businessfolk of all stripes.

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