Added Value: How to Generate Brand-led Growth

ISBN: 978-1-403-90387-7
Materia: Economía de la empresa
Autor: Sherrington, M.
Editorial: Macmillan Publishers Ltd.
Edición: 2003
Páginas: 256
PVP: 49,95 €

Reseña:
This work is based upon the operating system of the company, "Added Value", founded by the author, and now one of the world's largest marketing and branding consultancies. Two thirds of the value of most companies is based on the intangible value of businesses including reputation, goodwill and know how. It is by marketing that reputation can be created and enhanced thus unlocking brand growth. With the use of many examples and case studies the author shows how the five I's process Insight, Ideas, Innovation, Impact and Investment Return can be used to create top line demand led growth and the tools and techniques available to achieve this. This is a unique approach with proven success.