The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value Review

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The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value ReviewI served as the head of global marketing for The Coca-Cola Company and my regret is that I did not have the insight and approach of The Masterbrand Mandate to guide me during that tenure. This is a superb work that takes the concept of branding to an entirely new level of analysis and understanding. I salute Upshaw and Taylor and encourage anyone involved in branding at the practitioner or academic level to quickly get a copy of this marvelous book. It will become certainly a part of any future course I teach at the University of California at Berkeley.The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value Overview

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