"In this fascinating book, Nicholas Ind and Rune Bjerke go beyond ‘living the brand’. They have devised an integrative framework to show how brand performance can follow a steeper trajectory. The strength of this book is its well argued framework and the use of numerous practical examples to bring the application to life. It’s a delight to read such a well conceived book." —Leslie de Chernatony, Professor of Brand Marketing, Birmingham University Business School, England "Please add this book to your traditional business readings, you won’t regret it !As enterprises become more complex, we all need to think again about how they really work and how they can build value in people’s lives. In Branding Governance, Ind and Bjerke tackle this challenge through the creative use of philosophical insight to illuminate the emergent and ever changing world of business." — Pierre d’Huy, International Brand Consultant, Associate Professor of Strategic Marketing,...

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Рейтинг книги: 4 из 5, 3 голос(-ов).