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Global brand integrity management :how to protect your product in today's competitive environment

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Global brand integrity management :Richard S. Post and Penelope N. Post.
其他題名:	how to protect your product in today's competitive environment
作者:	Post, Richard S.
其他作者:	Post, Penelope N.
出版者:	New York :McGraw-Hill,c2008.
面頁冊數:	xv, 309 p. :ill.
標題:	Brand name products.
電子資源:	Click for full text (McGrawHill)
ISBN:	0071494448 (hbk.)

Global brand integrity management :how to protect your product in today's competitive environment
Post, Richard S.

Global brand integrity management :how to protect your product in today's competitive environment[electronic resource] /Richard S. Post and Penelope N. Post. - New York :McGraw-Hill,c2008. - xv, 309 p. :ill.

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.

ISBN: 0071494448 (hbk.)

LCCN: 2007009029Subjects--Topical Terms:

202795
Brand name products.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HD69.B7 / R644 2008

Dewey Class. No.: 658.8/27

Global brand integrity management :how to protect your product in today's competitive environment
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