{"product_id":"the-masterbrand-mandate-9780471356592","title":"The Masterbrand Mandate","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eAdvance Praise for The Masterbrand Mandate The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy. -Bruce L. Claflin President and COO, 3Com Corporation The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a ''now'' book that anyone managing an organization should read. -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands. -Steven McMillan President and COO, Sara Lee Corporation The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eBuilt to Change.\u003cbr\u003e \u003cbr\u003e MANDATE: BUILD THE CUSTOMER'S COMMUNITY.\u003cbr\u003e \u003cbr\u003e Grow the Masterbrand Community.\u003cbr\u003e \u003cbr\u003e Interactivate the Brand.comm.\u003cbr\u003e \u003cbr\u003e Extend the Online Community.\u003cbr\u003e \u003cbr\u003e Masterbrand: Sun Microsystems.\u003cbr\u003e \u003cbr\u003e THE INSIDE JOB: COACH THE CUSTOMER'S TEAM.\u003cbr\u003e \u003cbr\u003e Coach the Customer's Team.\u003cbr\u003e \u003cbr\u003e Organize to Brand-Build.\u003cbr\u003e \u003cbr\u003e Masterbrand: Charles Schwab \u0026amp; Co.\u003cbr\u003e \u003cbr\u003e Unify the Diverse Community.\u003cbr\u003e \u003cbr\u003e THE WORLD OUTSIDE: MANEUVER THE MASTERBRAND.\u003cbr\u003e \u003cbr\u003e Outbrand the Competition.\u003cbr\u003e \u003cbr\u003e Masterbrand: America Online.\u003cbr\u003e \u003cbr\u003e Interglocalize the Masterbrand.\u003cbr\u003e \u003cbr\u003e Moving Forward with the Mandate.\u003cbr\u003e \u003cbr\u003e Epilogue.\u003cbr\u003e \u003cbr\u003e Endnotes.\u003cbr\u003e \u003cbr\u003e Additional Sources.\u003cbr\u003e \u003cbr\u003e Acknowledgments.\u003cbr\u003e \u003cbr\u003e Index.\u003cbr\u003e \u003cbr\u003e About the Authors.","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402572308823,"sku":"9780471356592","price":36.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471356592.jpg?v=1730480800","url":"https:\/\/bookcurl.com\/products\/the-masterbrand-mandate-9780471356592","provider":"Book Curl","version":"1.0","type":"link"}