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In response to International business scandals and the growing perception that brands can t be trusted, Beyond Branding argues that brands are neither inherently good nor evil, but that marketing must move Beyond Branding if it is to survive.
Beyond Branding challenges business to adapt to a world of transparency by meeting the needs of stakeholders and operating with openness and integrity.
| Publication Date: | 05/11/2012 |
| Number of Pages: | 256 |
| Binding: | Paper Back |
| ISBN: | 9780749442125 |
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