[Ebook free] Global Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials)
·•●- Barbara E. Kahn ·•●-
#595062 in eBooks 2013-03-05 2013-03-05File Name: B00BAHBK3I
6 of 6 people found the following review helpful. A Must Read for MBAs and Entrepreneurs!By OnAccountI became aware of this title by taking the Wharton: Marketing class on Coursera, the free MOOC learning site. Professor Kahn teaches the first three weeks of the nine week class and she does a super job. She's very engaging, passionate and animated - simply a great teacher. An excerpt of this book was offered as part of the class and I decided to purchase the full title. Just like the class, theRegardless of your industry, building a brand is synonymous today with building a company and a thriving business. As Barbara Kahn points out in Global Brand Power, the key is to begin and end every discussion thinking about what is right for the customer. At Macy's, Inc., we saw a dramatic impThe branding bible for todayrsquo;s globalized worldToday, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually wonrsquo;t be confused... [PDF.gr06] Global Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials) Rating: 4.57 (627 Votes)
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