TITLE

Working on a chain gang

AUTHOR(S)
Jones, Morag Cuddeford
PUB. DATE
November 2005
SOURCE
Brand Strategy;Nov2005, Issue 197, p24
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses key issues concerning the potential brand benefits of supply chains, considered as the most important foundation upon which brand delivery rests. Investing time and money in above-the-line communications counts for little if the company fails to deliver products to customers, thereby highlighting the value of supply chains to brand management.
ACCESSION #
18853049

 

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