CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This work argues that, while the function of marketing has lost ground, the importance of marketing as a mind-set-geared toward customer focus and market orientation-has gained momentum across the entire organization.
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This work argues that, while the fun...
Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.
Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in internati...
