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1731733 Pringle, Hamish:
Brand Manners
   Preis:   € 16,90

Einband: Br
Auflage: 1. Auflage
Verlag: John Wiley & Sons Chichester
Erscheinungsdatum: 03/2003
Seiten: 334 S.

ISBN-10: 0-470-85610-6   
ISBN-13: 978-0-470-85610-9

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Marketing u. Vertrieb | Wirtschaft | 
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Beschreibung
How often has a company's handling of a customer's telephone call turned out to be a turn-off? How often has a customer query in the retail environment turned into a relationship-killer, rather than a loyalty-builder? No matter how good the work behind brand positioning and communication, a reputation can be ruined by one poor interaction with a customer. The challenge for any brand-focused company is to ensure that the whole organisation actually 'lives' the brand. New in paperback, Brand Manners is the runaway bestseller that demonstrates why a company needs, and how it can create, a branded service culture that consistently exceeds customer expectations. Drawing on a host of major case studies, Hamish Pringle and William Gordon show how any company can align its internal and external brand values to build a 'self-confident' organisation.
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