Brands and the CEO: What marketers need to know and do

This article describes how marketers must work to create brand equity while always keeping in mind what is most important for CEOs.

Brands and the CEO: What marketers need to know and do

Patrick BarwiseLondon Business School

In this edited version of the latest British Brands Group lecture, Professor Patrick barwise examines how brands relate to the three dimensions of the CEO's world...

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