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Beyond the Brand, Why Engaging the Right Customers Is Essential to Winning in Business by John Winsor
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PRODUCT INFORMATION

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    Specifications

    Category Type
    Investing
    ISBN
    793188369
    Item EAN
    2724332819021
    People
    Author
    John Winsor
    People
    Publisher
    Dearborn Trade
    Category Type
    Investing
    ISBN
    793188369
    Item EAN
    2724332819021
    People
    Author
    John Winsor
    People
    Publisher
    Dearborn Trade
    Languages and countries
    Language of the text
    English
    Read more
  •  

    Description:

    Branding reached its zenith in the dotcom era, when as much as 90 percent of the venture capital raised by startups was budgeted simply to establish corporate identity and earn a spot in the public's awareness. Since then, however, it has become increasingly clear that companies were approaching

    Branding reached its zenith in the dotcom era, when as much as 90 percent of the venture capital raised by startups was budgeted simply to establish corporate identity and earn a spot in the public's awareness. Since then, however, it has become increasingly clear that companies were approaching things backwards. And so the time has come to adopt a new set of objectives to move Beyond the Brand. developed a brand immune system that only magnifies the problems involved with branding today

 

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