CEO Branding: Theory and Practice - Paperback
CEO Branding: Theory and Practice - Paperback
Details
by Marc Fetscherin (Editor)
The CEO Brand explores the impact a CEO has on the firm and the ways in which this "human brand" affects the corporation both in financial and non-financial terms, from firm performance and profits to trust and corporate reputation.
Author Biography
Marc Fetscherin is an Associate Professor of International Business and Marketing at Rollins College, USA. Prior to his academic career, he was a consultant at McKinsey & 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 Consumer Brand Relationships, also published by Routledge. For more information, visit www.fetscherin.com.
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