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Communicate

In: Capture the Mindshare and the Market Share Will Follow

Author

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  • Libby Gill

Abstract

When Pasadena-Based Heather Rim Attempts to Explain her decision to leave Disney for a job at manufacturing firm Avery Dennison, she is frequently greeted with raised eyebrows. Why, people want to know, would she leave a global entertainment company featuring movies, theme parks, and television shows—not to mention Mickey Mouse—to work for a company best known for making sticky labels?

Suggested Citation

  • Libby Gill, 2013. "Communicate," Palgrave Macmillan Books, in: Capture the Mindshare and the Market Share Will Follow, chapter 0, pages 143-173, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-51045-7_7
    DOI: 10.1007/978-1-137-51045-7_7
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