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TitleBrand resilience : managing risk and recovery in a high-speed world
Author Jonathan R. Copulsky
Imprint New York, NY : Palgrave Macmillan, 2011.
Edition 1st ed.
Descript xi, 244 p. : ill. ; 25 cm.

CONTENT

Introduction: it's what you do next that counts -- 1: Why your brand is at more risk than you think in a high-speed world -- A brand new day : valuable brands, fragile brands -- Marketing as warfare : the new insurgency -- 2: Seven steps for managing brand risk and recovery -- Assess brand risks --the enemy within -- Assess brand risks-- beyond your borders -- Galvanize your brand troops -- Deploy your brand risk early warning systems -- Repel the attacks on your brand -- Learn and adapt your brand defenses -- Measure and track brand resilience -- Generate popular support for your brand resilience campaign -- Looking backward, looking forward.


Branding (Marketing) Brand name products. Success in business

LOCATIONCALL#STATUS
Communication Arts Library658.827 C785B 2011CHECK SHELVES

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