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Bauer, Andreas

Moment of Truth

Bauer, Andreas - Moment of Truth, ebook

69,10€

Ebook, PDF with Adobe DRM
ISBN: 9780230203884
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Table of contents

1. Setting the scene
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

2. The moment of truth
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

3. Profiling consumer values
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

4. Profiling values in a B2B context
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

5. Turning values information into insight
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

6. From insight to brand strategy
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

7. From brand strategy to action
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

8. Winning internal brand Engagement
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

9. Tracking performance
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

10. Issues and questions
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

11. The CEO’s moment of truth
Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

Keywords: Business and Management, Management, Marketing

Author(s)
 
 
 
Publisher
Springer
Publication year
2006
Language
en
Edition
1
Page amount
189 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780230203884
Printed ISBN
978-1-349-54745-6

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