Brand Manners : How to create the self-confident organisation to live the brand (9780470856109)
How often has a companya s handling of a customera 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 a livesa 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 a self--confidenta organisation.
Product details
- Paperback | 336 pages
- 155 x 227 x 20mm | 506g
- 24 Aug 2009
- John Wiley and Sons Ltd
- John Wiley & Sons Ltd
- Chichester, United Kingdom
- English
- New edition
- Revised ed.
- w. 64 figs.
- 0470856106
- 9780470856109
- 1,069,663
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