The force of a Jedi Council

Lewis, Elen
May 2004
Brand Strategy;May2004, Issue 182, p24
Trade Publication
Focuses on the emphasis placed by several large corporations on developing marketing capability. Contribution of brand building to business growth; Amount invested by Diageo PLC for training marketers; Plan of Tesco PLC to ensure the instilling retailer's culture in marketing. INSET: KEY LEARNINGS.


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