The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value - Lynn B. Upshaw - Books - John Wiley & Sons Inc - 9780471356592 - September 4, 2000
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Lynn B. Upshaw
The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value

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Companies such as Starbucks, The Gap, Nike, and Intel are perceived as masterbrands, based not on the products they sell, but on the company behind the products. This book explores the branding strategies behind the success of these and other household names and how those strategies can be applied to virtually every significant task in business.

336 pages, black & white illustrations

Media Books     Hardcover Book   (Book with hard spine and cover)
Released September 4, 2000
ISBN13 9780471356592
Publishers John Wiley & Sons Inc
Pages 336
Dimensions 161 × 248 × 29 mm   ·   607 g

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