Positioning the Brand. An Inside-Out Approach

23. Juli 2014 verfasst von Rik Riezebos, Jaap van der Grinten

Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology.

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