"Prévision commerciale." . . "Produits commerciaux Gestion." . . "Produits de marque Gestion." . . "BUSINESS & ECONOMICS Advertising & Promotion." . . "Business." . . "Markenpolitik." . . "Consommateurs Préférences Prévision." . . . . "Marketing Gestion." . . . "The moment of truth"@en . "The moment of truth" . "The Moment of Truth"@en . . . . . . . . . . . . . . "The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization."@en . . "Moment of truth" . . . . . "Moment of truth : redefining the CEO's brand management agenda" . "Moment of truth redefining the CEO's brand management agenda"@en . . . . . . . . . . . . . . . . . . "Electronic books"@en . . . . . . . "Moment of truth : redefining the marketing agenda" .