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| Author: | Thomson, K. (et al.) |
| Title: | The buy-in benchmark: how staff understanding and commitment impact brand and business performance |
| Journal: | Journal of Marketing Management
1999 : NOV, VOL. 15:8, p. 819-835 |
| Index terms: | Benchmarking Company performance Employee attitudes Brands |
| Language: | eng |
| Abstract: | This paper considers the way that greater staff understanding (intellectual buy-in) and commitment (emotional buy-in) can enhance brand and business performance. |
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