导读荐语
在过去十年中,世界各地的组织已经转变为目标驱动模式:寻求更强大的组织文化、更强有力的消费者影响力和业绩提升。在这样的背景下,战略专家约翰·奥布莱恩和大卫·加拉彻对企业宗旨进行了引人入胜、全面的讨论,并提供了大量事例和当下研究(含新冠疫情的影响)。任何职级的市场营销人员、公共关系人员和领导都会在其中找到有帮助的见解与可行建议。
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关于作者
英帝国勋位获得者约翰•奥布莱恩(John O'Brien MBE)是高级企业宗旨战略家,也是宏盟(Omnicom)旗下 ONE HUNDRED 集团在欧洲、中东和非洲的管理合伙人。大卫•加拉彻(David Gallagher)负责宏盟公关部门的国际增长与发展。
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