Brand Engagement : How Employees Make or Break Brands /

This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.

Bibliographic Details

Main Author:	Buckingham, Ian P. (Author)
Corporate Author:	SpringerLink (Online service)
Format:	eBook
Language:	English
Published:	London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2008.
Series:	International political economy series.
Subjects:	Business and Management. Corporate Communication/Public Relations. International Business. Marketing. Business. International business enterprises. Public relations. Electronic books.
Online Access:	Connect to the full text of this electronic book