Brand Manners: How to Create the Self-Confident Organisation to Live the Brand Hardcover - 2001 - 1st Edition
by Hamish Pringle; William Gordon
From the rear cover
How often has a company's handling of a customer's telephone response to an advertisement or direct mailing turned out to be a turn off? How often has a customer interaction with staff, or 'moment of truth', in the retail environment turned into a relationship-killer, rather than a loyalty-builder?
No matter how good the work behind brand positioning, marketing and communication, a reputation can be ruined by a poor interaction between a customer and a brand representative.
The challenge for any company that relies on its brand, is to ensure that the whole organisation, and in particular its customer-facing employees, actually 'live the brand'. Brand Manners shows how a company can align its internal and external brand values to build a self-confident organisation.
This book demonstrates that a company needs, and how it can create, a branded service culture that can consistently exceed customer expectations.
Details
- Title Brand Manners: How to Create the Self-Confident Organisation to Live the Brand
- Author Hamish Pringle; William Gordon
- Binding Hardcover
- Edition number 1st
- Edition 1
- Pages 250
- Volumes 1
- Language ENG
- Publisher Wiley, Somerset, New Jersey, U.S.A.
- Date 2001-03
- Illustrated Yes
- Features Bibliography, Dust Cover, Illustrated, Index
- ISBN 9780471496069 / 0471496065
- Weight 1.32 lbs (0.60 kg)
- Dimensions 8.78 x 6.62 x 0.97 in (22.30 x 16.81 x 2.46 cm)
- Library of Congress subjects Marketing, Brand name products
- Library of Congress Catalog Number 2001267155
- Dewey Decimal Code 658.8
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