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Subtitle: Taking Aim at the Brand Bullies
Edition: 1st Picador USA ed edition
Publisher: Picador
Published: January 15, 2000
Language: eng
Format: Hardcover
Number of pages: 512
ISBN-13: 9780312203436
Subjects: International - Economics; Management; General; Economics (Specific Aspects); Popular Culture; Business & Economics; Politics / Current Events; Labor; Business/Economics; International - Marketing; Industries - General; Business & Economics / Economics / General; Case studies; Corporate image; Corporations
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.