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Brand Warfare: 10 Rules for Building the Killer Brand

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In the last ten years, over a quarter of John Hancock's traditional competitors have indeed gone the way of the dinosaur. John Hancock, on the other hand, has maintained average annual growth of nearly 20%. Its revenues have tripled in the last eight years and it has managed to take its credibility in the shrinking insurance market and transfer that credibility to the thriving investment market to become a major player. Throughout John Hancock's transformation from a sleepy old life insurer into a dynamic financial services firm, President D'Alessandro has been the unconventional leader of a once conventional company. He is the first marketer ever to become President of a large life insurer, a maverick and a bomb-thrower who speaks the language of the new world from the corner office of an old-line concern. Thanks to Hancock's stellar performance and D'Alessandro's own unfailing quotability, he has appeared on TV programmes such as "Good Morning America", "The Today Show", "CNN" and the "Bloomberg Fortune" to offer his views on marketing intelligently in the modern world, and has been featured in countless newspaper and magazine stories.

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Availability

AWDF.0661.C1

AWDF.0661

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Series Title

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Call Number

AWDF.0661

Publisher

: McGraw-Hill.., 2001

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Language

English

ISBN/ISSN

9780071362931

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