TITLE

Speak my language

AUTHOR(S)
Baldock, Alexander
PUB. DATE
May 2005
SOURCE
Brand Strategy;May2005, Issue 192, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Advises on how to sell marketing to the chief executive officer and make the most of the brand, which is the company's biggest asset. Need for marketers to communicate to the CEO in terms of shareholder value and investments; Strategy of Tesco's marketing director Tim Mason; IBM's redesign of its marketing end-to-end; Diageo's marketers' strategy of measuring the shareholder value impact.
ACCESSION #
17248867

 

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