Brand Warfare

ISBN: 9780071398503

作者: David F·D'Alessandro

出版社: McGraw-Hill

出版年: 2002-8

页数: 240

定价: $ 19.15

装帧: Pap

内容简介

This book is "BusinessWeek", "Wall Street Journal Business" and "New York Times Business" Bestseller! "A blunt, entertaining, provocative, relentless, and no-holds barred account of how to build a great image or brand." - James Carville, Author, and Democratic Strategist.In a world where consumers have infinite choices, it's almost impossible to compete without a compelling brand. Creating one, however, requires vision, daring, and the ability to understand the consumer. Above all, brand building requires knowledge of the pitfalls and the opportunities in every business decision. The care and feeding of brands is a battle; "Brand Warfare" provides the strategic ammunition needed to win. "D'Alessandro is that refreshing rarity: a businessman who tells it like it is. And he does just that in his gripping new page-turner." - "Chicago Sun-Times". "With its engaging voice and pull-no-punches tone, this book stands out from the marketing crowd." - "Harvard Business Review". "Practical, psychologically astute and clearly written, this book has much to offer businessfolk of all stripes." - "Publishers Weekly".