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    Matina invited to speak at Microsoft’s global conference, Ignite 2016,..

    September 23, 2016 More

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    IGI Global is about to publish an extensively revised version..

    August 8, 2014 More



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Operationalizing the Brand in Complex Service Businesses – New Publication

August 8, 2014

pier_massaIGI Global is about to publish an extensively revised version of “Brand Led Transformation – Operationalizing the Brand in Complex Service Businesses” written by Pier Massa in its Handbook on Managing Consumer Behavior. The chapter provides a pragmatic and comprehensive framework for driving organization transformation around the customer while also linking to the latest literature in brand strategy and change management.