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 
<br/><br/><label>ISBN: </label>9781403998965 
<br/><br/><label>Subjects--Topical Terms: </label><br/>brand engagement<br/>brand mismanagement<br/>brand name products<br/>brand strategy<br/>case study<br/>chief executive officers<br/>coca-cola<br/>management<br/>product management
<br/><br/><label>Dewey Class. No.: </label>658.827  / MOM