Brand Warfare: 10 Rules for Building the Killer Brand: 10 Rules for Building the Killer Brand (MARKETING/SALES/ADV & PROMO) - Softcover

D'Alessandro, David

Softcover

ISBN 10: 0071398503 ISBN 13: 9780071398503

Publisher: McGraw Hill, 2002

Synopsis

NOW IN PAPERBACK! The BusinessWeek, Wall Street Journal, and New York Times business bestseller "With its engaging voice and pullno-punches tone, this book stands out from the marketing crowd."­Harvard Business Review "D'Alessandro's book is witty, irreverent, and intensely practical. It is more than a book about brands, and contains many sound lessons for strategy and the role of leaders."­Michael E. Porter, Harvard Business School "Practical, psychologically astute, and clearly written, this book has much to offer business folk of all stripes."­Publishers Weekly

About this title

From the Back Cover:

"BusinessWeek, Wall Street Journal Business and New York Times Business Bestseller!

"A blunt, entertaining, provocative, relentless, and no-holds barred account of how to build a great image or brand."--James Carville, Author and Democratic Strategist

In a world where consumers have infinite choices, it's almost impossible to compete without a compelling brand. Creating one, however, requires vision, daring, and the ability to understand the consumer. Above all, brand building requires knowledge of the pitfalls and the opportunities in every business decision. The care and feeding of brands is a battle; Brand Warfare provides the strategic ammunition needed to win.

"D'Alessandro is that refreshing rarity: a businessman who tells it like it is. And he does just that in his gripping new page-turner."--Chicago Sun-Times

"With its engaging voice and pull-no-punches tone, this book stands out from the marketing crowd."--Harvard Business Review

"Practical, psychologically astute and clearly written, this book has much to offer businessfolk of all stripes."--Publishers Weekly

About the Author:

David D'Alessandro is President of John Hancock Financial Services, both the youngest president in the company's history and the only marketer ever to rise to the top of a major life insurer.

About this edition

• Publisher: McGraw Hill
• Publication date: 2002
• ISBN 10: 0071398503
• ISBN 13: 9780071398503
• Binding: Paperback
• Number of pages: 240