by Géraldine Michel · tapa blanda · ISBN 9782100590216
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«Management transversal de la marque» is a collective essay coordinated by Géraldine Michel, published by Dunod in paperback (344 pages, in French).
Here the brand is more than a commercial tool: it unites company stakeholders and gives meaning to their actions. Experts in strategy, marketing, social psychology, HR, finance, management control and law analyse well-known and modest brands, from B2C and B2B sectors, to offer keys to more integrated and global brand management.
The subtitle is «Une exploration au cœur des marques»; it was published in 2013 and includes the mention «Labellisation FNEGE».
Aimed at master's students in marketing and professionals interested in brand management.
