Call Boomerang Books 1300 36 33 32

Get Latest Book News + FREE Shipping. Subscribe to the Boomerang Books Bulletin eNewsletter right now!

Description - The Masterbrand Mandate by Lynn B. Upshaw

Advance 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 invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College "Lynn Upshaw and Earl Taylor have written an extraordinary blueprint for building a formidable enterprise-wide masterbrand. Every CEO-and everyone who hopes to be a CEO-should read this book." -Charles Brymer Group Chief Executive, Interbrand Corporation

Buy The Masterbrand Mandate by Lynn B. Upshaw from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9780471356592
ISBN-10: 047135659X
Format: Hardback
(232mm x 162mm x 29mm)
Pages: 336
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 4-Sep-2000
Country of Publication: United States

Book Reviews - The Masterbrand Mandate by Lynn B. Upshaw

» Have you read this book? We'd like to know what you think about it - write a review about Masterbrand Mandate book by Lynn B. Upshaw and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a Boomerang Books Account Holder - it's free to sign up and there are great benefits!)

Write Review

Author Biography - Lynn B. Upshaw

LYNN B. UPSHAW is a leading brand strategist and corporate consultant whose clients have included a broad range of Fortune 500 and Internet companies. He is the author of Building Brand Identity (Wiley), and coauthor of a monthly online analysis of Internet brand building. EARL L. TAYLOR, PhD, is Senior Vice President of Research International/Cambridge, and a frequent advisor to major corporations on brand research and brand-building programs.

Books By Lynn B. Upshaw

Building Brand Identity by Lynn B. Upshaw
Hardback, July 1995