MARC View

000			02039nam a2200313 a 4500
001			vtls000033245
003			KUKTEM
005			20251117145536.0
008			081201t2008 nyua f 001 0 eng d
020			_a0071494448 (hardcover : alk. paper)
020			_a9780071494441 (hardcover : alk. paper)
039		9	_a201107132227 _bVLOAD _c200908141540 _dVLOAD _c200908141510 _dVLOAD _c200908132041 _dVLOAD _y200812011551 _znadia
040			_aUMP
090			_aHD69.B7 P67 2008
100	1		_aPost, Richard S.
245	1	0	_aGlobal brand integrity management : _bhow to protect your product in today's competitive environment / _cRichard S. Post and Penelope N. Post
260			_aNew York : _bMcGraw-Hill, _cc2008
300			_axv, 309 p. : _bill. ; _c24 cm.
500			_aIncludes index
505	0		_aIntroduction -- 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
650		0	_aBrand name products
650		0	_aTrademark infringement _xPrevention
650		0	_aProduct counterfeiting _xPrevention
650		0	_aProduct management
700	1		_aPost, Penelope N.
856	4	1	_3Table of contents only _uhttp://www.loc.gov/catdir/toc/ecip0712/2007009029.html
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0806/2007009029-b.html
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