Helps you identify your firm's blend of strategic direction and distinctive capabilities that give it the 'right to win' in its chosen markets. This title also helps you construct a coherent company in which the pieces reinforce each other instead of working at cross-purposes.
Argues that only those brands that tell values-driven stories through the right channels will revolutionize marketing. The author systematically breaks down how communicators can go beyond the sell by creating stories that inspire people not just to listen, but to proselytize.
Don't wait for someone else to manage your career.Career paths are far from straightforward. HBR Guides to Managing Your Career Collection offers... Læs mere