{"product_id":"ceo-branding-theory-and-practice-paperback","title":"CEO Branding: Theory and Practice - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eMarc Fetscherin\u003c\/b\u003e (Editor)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cem\u003eCEO Branding\u003c\/em\u003e advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise.\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e \u003cp\u003eThe book introduces the concept of the CEO as a brand, and outlines the \"4Ps\" of this branding mix - the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this 'human brand' affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes 'lessons learned' and many examples that illustrate how companies can measure and manage the CEO brand.\u003c\/p\u003e \u003cp\u003eThis comprehensive, authoritative volume will give students, researchers, marketing and communication managers, and CEOs themselves a thorough understanding of all aspects of the CEO brand. A must read for any CEO who is serious about developing, managing and measuring their own brand. \u003c\/p\u003e \u003cp\u003eFor more information, visit www.ceobranding.org \u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eMarc Fetscherin\u003c\/strong\u003e is an Associate Professor of International Business and Marketing at Rollins College, USA. Prior to his academic career, he was a consultant at McKinsey \u0026amp; Company and CEO of Bonfort SA, a small Swiss-based luxury goods company. He has published three edited books, multiple book chapters, and numerous journal articles. His most recent book is an edited collection on \u003ci\u003eConsumer Brand Relationships\u003c\/i\u003e, also published by Routledge. For more information, visit www.fetscherin.com. \u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 302\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.5 x 8.9 x 6 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e June 24, 2015\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":47427903750365,"sku":"9781138013728","price":139.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0811\/9867\/8237\/files\/L2tRdmErT00zWSszRm5Rbm5Wb2dXUT09.webp?v=1771301263","url":"https:\/\/handfulofbooks.com\/products\/ceo-branding-theory-and-practice-paperback","provider":"Handful of Books","version":"1.0","type":"link"}