Big Brands, Big Trouble: Lessons Learned the Hard Way

Descrição: One of the most respected marketing gurus in the world shows why some of todays biggest brands are having trouble and how to avoid repeating their mistakes. He shows how those mistakes could have been avoided. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of expert guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies brands and avoid brand-killing blunders. - capa dura com sobrecapa - 222 páginas - 15 x 23 cm - aparentemente nunca manuseado - GL2

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