Creating the brand‐driven business: it’s the CEO who must lead the way
Creating the brand‐driven business: it’s the CEO who must lead the way
Michael Dunn; Scott Davis
2004-12-01 00:00:00
GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM, some of these corporations dominate the business‐to‐consumer space. Others, business‐to‐business. What they have in common goes far beyond the fact that they are great companies or the fact that their great brands command a tremendous amount of equity.
http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.pngHandbook of Business StrategyEmerald Publishinghttp://www.deepdyve.com/lp/emerald-publishing/creating-the-brand-driven-business-it-s-the-ceo-who-must-lead-the-way-eLlMYPMkVa
Creating the brand‐driven business: it’s the CEO who must lead the way
GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM, some of these corporations dominate the business‐to‐consumer space. Others, business‐to‐business. What they have in common goes far beyond the fact that they are great companies or the fact that their great brands command a tremendous amount of equity.
Journal
Handbook of Business Strategy
– Emerald Publishing
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