SOONER OR LATER, all employees in leading corporations will in some way be made responsible for the brand. If you think that's an exaggeration, just think about how the importance of brands has shifted in the last decade. In fact, top management today is looking at brands as key assets in their organizations, requiring broader management tools than those provided in the past solely by the marketing department. As early as 1994, the importance of "part-time marketers" in service industries ...

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