Powers of persuasion

Lewis, Elen
July 2004
Brand Strategy;Jul/Aug2004, Issue 184, p3
Trade Publication
Introduces a series of articles about how marketing overcome the skepticism show by chief executive officers, published in the July/August 2004 issue of the periodical 'Brand Strategy". Reinvention of marketing as a strategic function; Factors that will attract chief executive officers' attention; Merits of advertising; Importance of building credibility.


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