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Brand New : How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell - 01 edition

Brand New : How Entrepreneurs Earned Consumers` Trust from Wedgwood to Dell (ISBN10: 1578512212; ISBN13: 9781578512218)
ISBN13: 978-1578512218
ISBN10: 1578512212

Summary: In Brand New, business historian Nancy Koehn introduces us to six extraordinary leaders of brand creation--Josiah Wedgwood, Henry Heinz, Marshall Field, Estee Lauder, Howard Schultz, and Michael Dell. According to Koehn, these entrepreneurs understood the profound effects that socioeconomic change has on what customers want, have, and can afford as well as on what companies make. They were masters at exploiting the enormous business opportunities created by these dem
and-side shifts. Koehn draws from their diaries, correspondence, interviews, and official business records to demonstrate how each used his or her brand as a strategic tool to create elite companies and organizational capabilities that supported their connections with customers and helped make new markets for their offerings. Distilling critical lessons for businesses operating in both the traditional and on-line worlds, Brand New will convince every entrepreneur of the remarkable power of brands to transform start-ups, gain competitive advantage, and change lives.
Subjects Covered:
Brand equity, Brand management, Brands, Business & government, Business history, Business marketing, General management, Product management.
...show more
Summary: In Brand New, business historian Nancy Koehn introduces us to six extraordinary leaders of brand creation--Josiah Wedgwood, Henry Heinz, Marshall Field, Estee Lauder, Howard Schultz, and Michael Dell. According to Koehn, these entrepreneurs understood the profound effects that socioeconomic change has on what customers want, have, and can afford as well as on what companies make. They were masters at exploiting the enormous business opportunities created by these demand-side shifts. Koehn draws from their diaries, correspondence, interviews, and official business records to demonstrate how each used his or her brand as a strategic tool to create elite companies and organizational capabilities that supported their connections with customers and helped make new markets for their offerings. Distilling critical lessons for businesses operating in both the traditional and on-line worlds, Brand New will convince every entrepreneur of the remarkable power of brands to transform start-ups, gain competitive advantage, and change lives.
Subjects Covered:
Brand equity, Brand management, Brands, Business & government, Business history, Business marketing, General management, Product management. ...show less

Edition/Copyright: 01
Cover: Hardback
Publisher: Harvard Business School Press
Year Published: 2001
International: No



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