A timely exposition of the brand chartering process within businesses, drawing examples from key industries worldwide.
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Review
'Entertaining and exciting treatment of the key marketing issues of today. Marketers young and old will enjoy it.' Financial Times.
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Most Helpful Customer Reviews
3 of 11 people found the following review helpful:
4.0 out of 5 stars
World #1 interactive book on marketing learning organisation,
By A Customer
This review is from: The Brand Chartering Handbook: How Brand Organizations Learn 'Living Scripts' (Eiu Series) (Hardcover)
Hi. I am the book's editor Chris Macrae. My e-mail: wcbn007@easynet.co.uk.
I will leave reviews of Brand Chartering Handbook to others including:
-- Andrew Seth (ex Chairman of Lever Brothers) in the Financial Times (14 June 1996)
-- Jean-Noel Kapferer (my favourite guru on branding) in the next issue of the Journal of Brand Management
-- readers like you.
I rated this book at 8 because it's intentionally only part of the story of the future of brand marketing and learning organisation. Readers are invited to improve our hunt for a
mastermind team-building quiz on a company brand's unique organising purpose. Join us at the website MELNET www.brad.ac.uk/branding/
We also invite readers to a worldwide summit, currently involving over 100 experts or passionate amateurs from over 15 countries. E-mail me to take part.
Two other bookmarks give browsers a quick introduction:
--> Go to the MIT web to see why Charterers support a revolution in brand management:
http://learning.mit.edu/ide/BI/BI-010.html
--> Go to the Management Centre Europe web to feel how e-mail summits stimulate glocally valuable/new learning:
www
.mce.be/cgi-bin/forum?action=showarticles&forum=expertideas
-->-->We intend that Brand Chartering Handbook should live up to the claim of being the first interactive book for people who believe in marketing, learning organisation, and growing companies.
Au revoir, Chris
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