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Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics
Author: Jim Everhart
Publisher: Business Expert Press
Pages: 202
Price: $26.99
In many organisations, the essence of “business strategy” and its relevance are lost upon even internal stakeholders. A Pricewaterhouse- Coopers global survey offers enough proof: About 80 per cent of the 4,400 senior executives surveyed felt that overall corporate strategy was not well understood even within their own companies. This points to the fact that organisations do not communicate corporate strategy properly. Doing so is especially important in the marketing functioning, where strategy needs to come to life if it has
