Six Rules for Brand Revitalization

Larry Light , Joan Kiddon

  • Limba : Engleza
  • Cuprins : Acknowledgments xiii About the Authors xv Preface xvii Introduction to the Rules and the Rules-Based Practices 1 Chapter 1 Background to the Turnaround 3 Chapter 2 The Six Rules of Revitalization 31 Chapter 3 Rule #1: Refocus the Organization 41 Chapter 4 Rule #2: Restore Brand Relevance 59 Chapter 5 Rule #3: Reinvent the Brand Experience 89 Chapter 6 Rule #4: Reinforce a Results Culture 143 Chapter 7 Rule #5: Rebuild Brand Trust 161 Chapter 8 Rule #6: Realize Global Alignment 181 Chapter 9 Realizing Global Alignment: Creating a Plan to Win 189 Chapter 10 Do the Six Rules of Revitalization Work? 201 Index 207
  • Data Publicarii : 09 Feb 2009
  • Format : Hardback
  • Numar pagini : 240
  • ISBN : 9780136043317
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159.99 Lei
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