Corporate Religion

Kunde, Jesper.

In the future, building market leadership will be about building companies with a strong personality -- a corporate soul, if you will. To survive, companies must be authentic: they must grow brands from the heart. In Corporate Religion, one of Europe's fastest-rising marketing gurus shows you how. Corporate Religion is about building a strong market position in a world where consumers no longer demand simply a product, but reliable companies and brands. It's about finding the courage to believe in a strong idea and shared vision -- and manage accordingly. It's about what it takes to lead companies with such a vision -- and how to share that vision with the world. Jesper Kunde doesn't just exhort: he presents 12 detailed case studies and a timetable you can use to set the process in motion.

EAN

9780273643807

Publisher

Financial Times Prentice Hall

Published

26 October 1999

Pages

304