The Brand Chartering Handbook: How Brand Organizations Learn 'Living Scripts'

By Chris MacRae

To give the marketer an informed rationale for making decisions, this book offers an alternative perspective of Chartering the major branding junctions within the organization and integrating the... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0201877430
• ISBN13: 9780201877434
• Release Date: January 1996
• Publisher: Addison-Wesley
• Length: 413 Pages
• Weight: 1.75 lbs.
• Dimensions: 9.8" x 1.3" x 6.8"

Customer Reviews

World #1 interactive book on marketing learning organisation

Hi. I am the book's editor Chris Macrae. My e-mail: wcbn007@easynet.co.uk. I will leave reviews of Brand Chartering Handbook to others including: -- Andrew Seth (ex Chairman of Lever Brothers) in the Financial Times (14 June 1996) -- Jean-Noel Kapferer (my favourite guru on branding) in the next issue of the Journal of Brand Management -- readers like you. I rated this book at 8 because it's intentionally only part of the story of the future of brand marketing and learning organisation. Readers are invited to improve our hunt for a mastermind team-building quiz on a company brand's unique organising purpose. Join us at the website MELNET www.brad.ac.uk/branding/ We also invite readers to a worldwide summit, currently involving over 100 experts or passionate amateurs from over 15 countries. E-mail me to take part. Two other bookmarks give browsers a quick introduction: --> Go to the MIT web to see why Charterers support a revolution in brand management: http://learning.mit.edu/ide/BI/BI-010.html --> Go to the Management Centre Europe web to feel how e-mail summits stimulate glocally valuable/new learning: www .mce.be/cgi-bin/forum?action=showarticles & forum=expertideas -->-->We intend that Brand Chartering Handbook should live up to the claim of being the first interactive book for people who believe in marketing, learning organisation, and growing companies. Au revoir, Chris