by Hamish Pringle, William Gordon · John Wiley & Sons · tapa dura · ISBN 9780471496069
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«Brand Manners» is the brand management essay by Hamish Pringle and William Gordon, published by John Wiley & Sons in hardback (314 pages, in English).
A bad interaction between customer and employee can ruin a brand, so Pringle and Gordon propose that the whole organisation «lives the brand». With cases from multinationals, they offer a framework for evaluating customer expectations and creating a service culture that exceeds them, involving sales, stores and telephone support.
First edition published in 2001. Belongs to the Business and Economics area and includes bibliographic references and an index.
For executives, marketing professionals and brand managers interested in aligning teams with company values.
