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ISBN: 0470862114, 9780470862117Издательство: John Wiley & Sons
Having spent billions of dollars on creating, building and defending strong brands, it’s payback time. These brands need to give birth to some beautiful and profitable offspring. Enter the world of brand stretch … a red-hot issue for brand teams and boardrooms alike. Done well, brand extension has the potential to create explosive growth for your business. However, the overcrowded extension graveyard shows just how hard it is to stretch successfully. This book provides practical help on both the method and the mindset needed to boost your chances of winning, illustrated with cases on Dove, Bacardi, Virgin, Starbucks, easyGroup, Budweiser and many others. "David Taylor's latest book offers a powerful combination of well-researched case studies and practical tips for today's managers. In a world where the ability to stretch your brands further is a key source of competitive advantage, Taylor's advice is required reading." —Andrew Harrison,...