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Moment of truth : redefining the CEO's brand management agenda

Moment of truth : redefining the CEO's brand management agenda by Andreas Bauer, Bjorn Bloching, Kai Howaldt and Alan Mitchell - New York: Palgrave Macmillan 2006 - xv, 174p., app. 24 cm x 16 cm

ISBN: 9781403998965

Subjects--Topical Terms:
brand engagement
brand mismanagement
brand name products
brand strategy
case study
chief executive officers
coca-cola
management
product management

Dewey Class. No.: 658.827 / MOM

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