[Download ebook] CEO Branding: Theory and Practice
▲ From Routledge ▲
#2001468 in eBooks 2015-06-19 2015-06-19File Name: B0100KFM3Y
The book provides a valuable contribution to our understanding and practice of CEO branding. Its structure consists of neat "packets," i.e., chapters written by experts who have demonstrated in their own work how to concisely deliver a potentially complex message, such as the CEO as a brand. UsingCEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise.The book introduces the concept of the CEO as a brand, and outlines the "4Ps" of this branding mix ndash; the CEO (person), personality, pr... [PDF.ak82] CEO Branding: Theory and Practice Rating: 4.70 (420 Votes)
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