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Subtitle: Taking Aim at the Brand Bullies
Publisher: Picador
Published: December 1, 1999
Language: eng
Format: Paperback
Number of pages: 490
ISBN-13: 9780312271923
Subjects: Advertising & Promotion; Business & Economics / Economics / General; International - Economics; International - Marketing; Labor; Business & Economics; Business / Economics / Finance; Business/Economics
First sentence: The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.