{"product_id":"9781442649859","title":"The Brand-Driven CEO","description":"Author: David Kincaid\u003cbr\u003eISBN: 9781442649859\u003cbr\u003ePublisher: University of Toronto Press\u003cbr\u003eYear first published: 15 Oct 2020\u003cbr\u003ePages: 208 \u003cbr\u003eFormat: Hardback\u003cbr\u003e\u003cbr\u003e\u003cp\u003eThe Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviors, decisions, and operations of their entire organization in order to drive value. David Kincaid delivers practical assessments and game plans for senior executives and managers across functional areas, clarifying the confusion between brand and marketing management. He introduces the \"New 4Ps\" of brand management: People, Process, Intellectual Property, and Partnerships. This paradigm shift equips business leaders with a new approach to managing growth, profitability, risk, and sustainable value.\u003c\/p\u003e\u003cp\u003eUsing real-life, current case studies from today's fastest growing and most valuable brands  including Starbucks, Apple, and BMW  this book reveals the critical importance of managing big businesses as integrated business systems. The Brand-Driven CEO includes criteria to conduct your own brand self-assessment and a stepby-step roadmap that can be applied to help transform your brand and its management.\u003c\/p\u003e","brand":"Ships in 10 to 15 days","offers":[{"title":"Default Title","offer_id":47919401140382,"sku":"ING-9781442649859","price":54.78,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0400\/9043\/5742\/files\/9781442649859.jpg?v=1782811247","url":"https:\/\/classicbargains.com.au\/products\/9781442649859","provider":"Classic Bargains Australia","version":"1.0","type":"link"}