by Shaun Smith, Andy Milligan · Financial Times Prentice Hall · tapa blanda · ISBN 9780273659365
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«Uncommon Practice: People Who Deliver a Great Brand Experience» is the essay by Shaun Smith and Andy Milligan (Financial Times Prentice Hall, paperback).
The book analyzes, through interviews with executives and employees, how some companies stand out thanks to memorable brand experiences. With cases such as Tesco, Virgin and Amazon, it argues that success stems from an internal culture aligned with the brand, capable of turning team commitment into exceptional customer service.
Published in 2002 by Financial Times Prentice Hall; English edition of 192 pages. Interbrand and Forum project with cases from 19 companies, including Amazon, Tesco and Manchester United.
Aimed at executives, marketing professionals and business management students interested in brand and customer experience.
