Challenging the Big Brands
Subtitle: How New Brands Win Market Share with Innovative Design (Graphic Design)
Publisher: Rockport Publishers
Published: March 1, 2003
Language: eng
Format: Hardcover
Number of pages: 176
ISBN-13: 9781564969057
Subjects: Graphic design; Sales & marketing; Logos (Symbols); Business / Economics / Finance; Art; Trademarks; Advertising & Promotion; Art / General; Graphic Arts - General; Design
First sentence: Nearly two decades after creating the overnight delivery industry, Federal Express founder and CEO Frederick W. Smith and management discovered the Memphis-based company in the unorthodox position of the hunted rather than the hunter.