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Integrated branding : becoming brand-driven through company wide action

Lepla, F. Joseph

Integrated branding : becoming brand-driven through company wide action by F. Joseph Lepla and Lynn M. Parker - London: Kogan Page Limited 2002 - xiv, 299p., app., bib., ind. 23 cm x 15 cm

ISBN: 0749437200

Subjects--Topical Terms:
benchmarking
brand driver
brand model
brand principle
brand structure
branding
integrated branding
market share
marketing communications
WRQ story

Dewey Class. No.: 658.827 / LEP

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