{"product_id":"9780471356592","title":"The Masterbrand Mandate The Management Strategy That Unifies Companies and Multiplies Value","description":"\u003ch1\u003eThe Masterbrand Mandate\u003c\/h1\u003e\u003ch2\u003eThe Management Strategy That Unifies Companies and Multiplies Value\u003c\/h2\u003e\u003ch3\u003eLynn B. Upshaw | Earl L. Taylor\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003eStarbucks, The Gap und Nike gehören zu den Spitzenmarken. \"The Masterbrand Mandate\" analysiert die Branding-Strategien, mit denen diese Markennamen zum Begriff geworden sind und sich von der Konkurrenz abheben. Untersucht wird, welche Bedeutung die Förderung und Pflege eines Gemeinschaftsgefühls hat, und zwar sowohl innerhalb des Unternehmens als auch bei Kunden, strategischen Planern und in den globalen Märkten.\u003c\/div\u003e\u003cdiv\u003e LYNN B. UPSHAW is a leading brand strategist and corporate consultant whose clients have included a broad range of Fortune 500 and Internet companies. He is the author of Building Brand Identity (Wiley), and coauthor of a monthly online analysis of Internet brand building. EARL L. TAYLOR, PhD, is Senior Vice President of Research International\/Cambridge, and a frequent advisor to major corporations on brand research and brand-building programs.\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e04 September 2000\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780471356592\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e336\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e21.76\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44379079409804,"sku":"9780471356592","price":52.16,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780471356592_1374e1a6-dcb9-465c-9c79-0a6ba0717dc8.jpg?v=1780198543","url":"https:\/\/lateknightbooks.com\/products\/9780471356592","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}