Product Description: Offers an alternative perspective of Chartering the major branding junctions within the organization and integrating the following major communications sub-processes: creating value, managing efficiency and directing purpose. (view table of contents, read Amazon.com's description)

Product Description: A rulebook and practical catalogue for global branding featuring distinguished proven successes and failures. It reveals that insiders' rules on semi-global brands are simple, and why marketing's biggest opportunities and risks turn on decisions which can seem to be minor. (view table of contents, read Amazon.com's description)