Global brand integrity management :
by Post, Richard S.
| Item type | Current location | Collection | Call number | URL | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
E-Books
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Business Library Online Available | Ebooks | 658.8/27 (Browse shelf) | http://213.55.83.214:8080/cgi-bin/koha/cataloguing/addbiblio.pl | Available |
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Includes index.
Introduction -- Rethinking the business model with brand integrity : an organizing concept -- Brand integrity is more than legal protection -- If a product is valuable, somebody will try to take your profits -- If you do not protect your products, nobody will do it for you -- If you wait until your products are attacked, you will lose -- Protect your products and the bad guys will attack your competition -- Your own products are often your largest competitors for profits -- Continually monitor the marketplace to lower risks and increase profits -- Brand integrity as a basic management tool -- Setting up and managing a brand integrity program -- Questions the CEO should ask about BI metrics.
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