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Dr. Marc Fetscherin is an Associate Professor of International Business and Marketing and a Cornell Distinguished Faculty at Rollins College, Florida, USA. His expertise is in international marketing with a specialization on marketing strategy, marketing research and branding. 

He asked Ascendant CEO Raoul Davis to contribute to his new book  "CEO Branding: Theory and Practice" (2015).which includes some of the top experts on branding.  Davis elected to write perhaps the books most practical chapter on CEO Branding:  How Perception Defines Reality.  Davis provides a tactical tool book on how to build a CEO brand.  In contributing to the book Davis says "Dr. Fetscherin has put together the most comprehensive book on CEO branding to date.  It covers it from a practical and academic perspective.  Anyone interested in understanding how a CEO can impact the perception of a company should pick it up."

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