Balmer, John M. T. (contributor); Thomson, Irene (contributor) - 2006
marketing texts still
define the ‘brand’ purely in product or visual
terms. Many of today’s identity and branding
scholars find … and
concepts in marketing continuing to be derived
“from an era when manufacturing was the
dominant mode” (Davies et al … the CEO and
are far more reliant on personnel than on tangible
products and the traditional 4P’s of the marketing
mix …