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Uncommon Practice
By Andy Milligan & Shaun Smith
FT Prentice Hall (2002)

buy this book says: This book looks at the way organizations manage their brand, internally and externally, to achieve a strong loyal base by studying 19 companies from Banyan Tree to Oxfam. Each organization offers several executive-level accounts of how the brand is managed on both an internal and customer service level, including sections contributed by Virgin’s Richard Branson, Amazon’s Jeff Bezos, and Manchester United’s former players. Ties accounts in with sidebars as well as summarizing introduction and conclusion. Excellent illustrations from Ben Kirchner. Read an excerpt of this book. (RR, 8-2002)

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 I strongly recommend.
Uncommon Practice is coming to the market as the most important alert to the entrepreneurs and executives in order to demonstrating that the market batleground is connected with the capacity in involving the whole community in a sigle brand promisse. This book is the embryo that generated and organized a marketers new mind model. Is there a plan for a new version? In global market there is no space for isolated minds and a new generation of leaders is comming: those that involve all the stakeholders about their brand promise with innovation. Thanks to Shaun Smith and Andy Milligan to help us know better about this paradigm.  
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