Klaus Schmidt has been a pioneer in the concept and process of inclusive, or holistic, branding as an integral - indeed leading - element in corporate strategy. This book explains the genesis and characteristics of the holistic approach, including its dimensions, structure and methodology, then demonstrates its startling relevance to today's pressing global business issues. Compelling case studies from leading organisations in a variety of industries show the practical necessity of holistic brand thinking, and its results.
- ISBN10 0230513298
- ISBN13 9780230513297
- Publish Date 22 October 2002 (first published 1 January 2002)
- Publish Status Active
- Publish Country GB
- Imprint Palgrave Macmillan
- Format eBook
- Pages 224
- Language English