by Scott Bedbury, Stephen Fenichell · Penguin Publishing Group · tapa blanda · ISBN 9780142001905
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«A New Brand World» is the business essay by Scott Bedbury and Stephen Fenichell, published by Penguin Publishing Group in paperback (240 pages).
Scott Bedbury, with experience at Nike and Starbucks, explains in this essay the mechanisms of branding and brand building. Drawing on cases such as Harley-Davidson, Guinness, The Gap, and Disney, he sets out eight principles for achieving brand leadership and sustaining a business's competitiveness.
Work in English originally published in 2002; this reprinted edition appeared on February 25, 2003.
Recommended for marketing professionals, entrepreneurs, and executives interested in building and managing strong brands.
Discover second-hand books by Stephen Fenichell.
