Brand Warfare

作者 David D\\\'Alessandro著
出版社 Mcgraw-Hill
出版时间 2002年8月
ISBN 9780071398503
定价 146.90

内容简介

TheBusinessWeek,WallStreetJournal,andNewYorkTimesbusinessbestseller"Withitsengagingvoiceandpullno-punchestone,thisbookstandsoutfromthemarketingcrowd."HarvardBusinessReview"D'Alessandro'sbookiswitty,irreverent,andintenselypractical.Itismorethanabookaboutbrands,andcontainsmanysoundlessonsforstrategyandtheroleofleaders."MichaelE.Porter,HarvardBusinessSchool"Practical,psychologicallyastute,andclearlywritten,thisbookhasmuchtoofferbusinessfolkofall...

作者简介

DavidF.D'AlessandroisCEOofJohnHancockFinancialServices,aFortune500company.TheyoungestCEOinthecompany'shistory,D'AlessandrospearheadedJohnHancock'sappearanceonTheNewYorkTimeslistasoneofthetop100brandsofthetwentiethcentury.

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