This guide aims to demonstrate how to create sustainable competitive advantage, attract new customers and outlast competitors in business. Chapters cover: vision, mission and values; the psychology of a company; creating corporate charisma; commmunicating the personality; positioning; brand management; market research; and choosing customers through segmentation and market developments. The text also offers explanations, exercises, checklists and a short training programme that can be applied directly to the reader's company, regardless of size.
- ISBN10 074991825X
- ISBN13 9780749918255
- Publish Date 26 March 1998
- Publish Status Out of Print
- Out of Print 20 December 2004
- Publish Country GB
- Publisher Little, Brown Book Group
- Imprint Piatkus Books
- Format Hardcover
- Pages 224
- Language English