A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century - Paperback
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Availability:In StockContributor:Scott Bedbury, Stephen FenichellAudience:Young AdultPublish date:2003-02-25Pages:240
Language:EnglishPublisher:Penguin GroupISBN-13:9780142001905ISBN-10:142001902UPC:9780142001905Book Category:Business & EconomicsBook Subcategory:Marketing, Management, EntrepreneurshipBook Topic:MultilevelSize:8.30 x 5.60 x 0.70 inchesWeight:0.5004Product ID:SCS2VAFGQ4
A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and...
Audience: Young Adult
Language:EnglishPublisher:Penguin GroupISBN-13:9780142001905ISBN-10:142001902UPC:9780142001905Book Category:Business & EconomicsBook Subcategory:Marketing, Management, EntrepreneurshipBook Topic:MultilevelSize:8.30 x 5.60 x 0.70 inchesWeight:0.5004Product ID:SCS2VAFGQ4
Scott Bedbury was Senior Vice President of Marketing at Starbucks from 1995 to 1998. Prior to that he spent seven years as head of advertising for Nike, where he launched the "Bo Knows" and "Just Do It" campaigns. He is currently an independent brand consultant and a speaker for the Leigh Bureau.
Stephen Fenichell is the author of Plastic: The Making of A Synthetic Century and Other People's...
Stephen Fenichell is the author of Plastic: The Making of A Synthetic Century and Other People's...
Publisher: Penguin Group
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