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Power Branding - Leveraging the Success of the World's Best Brands (Hardcover) Loot Price: R797
Discovery Miles 7 970
Power Branding - Leveraging the Success of the World's Best Brands (Hardcover): Steve McKee

Power Branding - Leveraging the Success of the World's Best Brands (Hardcover)

Steve McKee

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Loot Price R797 Discovery Miles 7 970 | Repayment Terms: R75 pm x 12*

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Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands arena (TM)t slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive? A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonalda (TM)s, and General Motors, to new media models like Google and Facebook. This book appeals not only to time- starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.

General

Imprint: Palgrave Macmillan
Country of origin: United Kingdom
Release date: February 2014
First published: 2014
Authors: Steve McKee
Dimensions: 242 x 163 x 22mm (L x W x T)
Format: Hardcover - Cloth over boards / With dust jacket
Pages: 256
ISBN-13: 978-1-137-27884-5
Categories: Books > Business & Economics > Business & management > Ownership & organization of enterprises > Entrepreneurship
Books > Business & Economics > Business & management > Sales & marketing > General
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LSN: 1-137-27884-6
Barcode: 9781137278845

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