The masterbrand mandate : the management strategy that unifies companies and multiplies value / Lynn B. Upshaw and Earl L. Taylor
نوع المادة :
نصاللغة: الإنجليزية New York: John Wiley, 2000وصف:xii, 323 pages : illustrations ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 047135659X
- 9780471356592
- Master brand mandate
- HD69.B7 U673 2000
| نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
|---|---|---|---|---|---|---|---|
كتاب
|
UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HD69.B7 U673 2000 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30030000005684 |
Includes bibliographical references and index
Chapter 1: Built to Change.--PART One. MANDATE: BUILD THE CUSTOMER'S COMMUNITY.-- Chapter 2: Grow the Masterbrand Community. -- Chapter 2: Interactivate the Brand.comm.-- Chapter 4: Extend the Online Community. -- Chapter 5: Masterbrand: Sun Microsystems. --PART Two. THE INSIDE JOB: COACH THE CUSTOMER'S TEAM. -- Chapter 6: Coach the Customer's Team. -- Chapter 7: Organize to Brand-Build. -- Chapter 8: Masterbrand: Charles Schwab & Co. -- Chapter 9: Unify the Diverse Community. -- PART Three. THE WORLD OUTSIDE: MANEUVER THE MASTERBRAND. -- Chapter 10: Outbrand the Competition. -- Chapter 11: Masterbrand: America Online. -- Chapter 12 : Interglocalize the Masterbrand. -- Chapter 13 : Moving Forward with the Mandate. -- Epilogue. -- Endnotes. -- Additional Sources. -- Acknowledgments. -- Index. -- About the Authors
Companies such as Starbucks, The Gap, Nike, and Intel are perceived as masterbrands, based not on the products they sell, but on the company behind the products. This book explores the branding strategies behind the success of these and other household names and how those strategies can be applied to virtually every significant task in business.
