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Brand Manners: How to Create the Self-Confident Organisation to Live the Brand
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ISBN
:
9780470856109
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Publisher
:
John Wiley & Sons
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
334
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Year
:
526
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2128.0
₹
2128.0
2128.0
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Description
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.
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