"Show us what you've got!" : building and managing strong brands in Ireland's service SMEs / by Gillian Horan ; editors, Siobhán Tiernan and Michele O'Dwyer
Research has shown that entrepreneurship has a positive impact on productivity and competitiveness. In the face of the recent global downturn, the service sector remains a dominant force continuously creating a wealth of new jobs. Otherin this service sector, owner/managers are persistently building their brand and bringing positive branding experiences. This research addresses how owner/managers of Irish service small medium enterprises (SMEs) execute and manage brands. This is an area of stu ..
Bibliography
Includes bibliographical references (pages 175-185)
