Global brand integrity management : how to protect your product in today's competitive environment / Richard S. Post and Penelope N. Post
Material type:
TextPublication details: New York : McGraw-Hill, c2008Description: xv, 309 p. : ill. ; 24 cmISBN: - 0071494448 (hardcover : alk. paper)
- 9780071494441 (hardcover : alk. paper)
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Open Shelf
|
UMPLIB GAMBANG | HD69.B7 P67 2008 (Browse shelf(Opens below)) | 1 | Available | 0000036465 |
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