TITLE

Engagement is learning to love risk

AUTHOR(S)
Fitzgerald, Niall
PUB. DATE
March 2004
SOURCE
Brand Strategy;Mar2004, Issue 180, p15
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the need for calculated risk in brand communication. Trend towards the movement of brands into the center of every business organization; Importance of innovation for brand growth; Need for the marketing services industry to encourage risk taking.
ACCESSION #
12536487

 

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