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Book details for Brand New : How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell Buy Brand New : How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell
Brand New : How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell
Book author(s) Book subject

Nancy Koehn

Entrepreneurship

Sales rank 1,149,740 Not rated by customers
Brand New : How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell

Brief description of Brand New : How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell

This work contains mini-biographies of six entrepreneurs: Josiah Wedgewood, Henry Heinz, Marshall Field, Estee Lauder, Howard Schultz and Michael Dell, bringing to life how they constructed enduring connections between their companies and their customers. Included in this text is a rich examination of the relationship among the entrepreneur, the company and the customer, and how the brand results from and ultimately represents that relationship. Lessons from the six legendary brand-builders show how vision and values can transform both traditional and online businesses. This work outlines the strategic importance of brand creation and its translation into enduring organizations.

Book details
PublisherHarvard Business Review Press
Release date03/2001
AvailabilityUsually ships in 24 hours
EditionHardcover
List price$39.95
Our price$30.15 (you save 24.53%)
Used pricefrom $1.44
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