Brand Engagement | EKB DL

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Brand Engagement

Description

This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.

Keywords

Business & EconomicsMarketingInternationalEconomicsPublic RelationsSales & SellingAdvertising & Promotion

2007Book

Author(s)Ian Buckingham

PublisherPalgrave Macmillan UK

ISBN9780230573062

LanguageEnglish

SpringerLink Book

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