TITLE

Powers of persuasion

AUTHOR(S)
Lewis, Elen
PUB. DATE
July 2004
SOURCE
Brand Strategy;Jul/Aug2004, Issue 184, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
13736357

 

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