First published in 1986. Gerald C. Meyers believes that a crisis in business – as in life – is often foreseeable. He also believes that it can be managed, offering an unprecedented opportunity for positive change in a company.

This book is split into three parts: • Sufism and anti-Sufism in contemporary contexts; • Contemporary Sufism in the West: Poetic influences and popular manifestations; • Gendering Sufism: Tradition and transformation.

The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up.

Issues covered in depth include: What are the biggest challenges marketeers face today? ; What skills do marketing managers need to be successful? ; How are globalisation and new technology affecting the role of marketing?