Brand Manners
Brand Manners
副标题: How to Create the Self Confident Organization to Live the Brand
ISBN: 9780471496069
出版社: John Wiley & Sons
出版年: 2001-03-15
页数: 334
定价: USD 65.00
装帧: Hardcover
内容简介
How often has a company's handling of a customer's telephone call turned out to be a turn-off? How often has a customer query in the retail environment turned into a relationship-killer, rather than a loyalty-builder? No matter how good the work behind brand positioning and communication, a reputation can be ruined by one poor interaction with a customer. The challenge for any brand-focused company is to ensure that the whole organisation actually 'lives' the brand. New in paperback, Brand Manners is the runaway bestseller that demonstrates why a company needs, and how it can create, a branded service culture that consistently exceeds customer expectations. Drawing on a host of major case studies, Hamish Pringle and William Gordon show how any company can align its internal and external brand values to build a 'self-confident' organisation.