Added Value: The Alchemy of Brand-led Growth - Couverture souple

Sherrington, M.

Couverture souple

ISBN 10 : 1349509116 ISBN 13 : 9781349509119

Editeur : Palgrave Macmillan, 2003

Synopsis

This book 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.

A propos du livre

À propos de l'auteur

MARK SHERRINGTON began his career at Unilever where he ran many of the biggest household brands, including Persil, and went on to become a Marketing Director and global category manager. In 1988 he founded Added Value, the leading marketing consultancy, which by 2001 employed 400 people in eight countries around the world with a fee income of $75 million. He is now Global Marketing Director at SABMiller plc.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 1349509116
• ISBN 13: 9781349509119
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 224
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Allemagne