The authors use in-depth case studies from 3M, Cadillac, Miller Beer, and other corporations to illustrate how brands add both economic and strategic value to companies, especially during economic downturns.
The authors use in-depth case studies from 3M, Cadillac, Miller Beer, and other corporations to illustrate how brands add both economic and strategic value to companies, especially during economic downturns.
Sam Hill was Chief Marketing Officer at Booz Allen & Hamilton; he is now a partner at Helios Consulting and co-author of Radical Marketing.
Inhaltsangabe
Foreword: by Kevin Lane Keller Part 1: Understanding the Brand Portfolio Chapter 1: Brands, New Value Creation and Competitive Advantage Chapter 2: Elements of the New Model Chapter 3: The Molecule in Detail Chapter 4: Portfolio Dynamics Chapter 5: How Brand Portfolios Differ Part 2: Optimizing the Brand Portfolio Chapter 6: Measuring Success Chapter 7: Toolkit: Extensions Chapter 8: Toolkit: Repositioning Chapter 9: Toolkit: Pruning Chapter 10: Toolkit: Over-Branding Chapter 11: Toolkit: Co-Branding Chapter 12: Toolkit: Amalgamation Chapter 13: Toolkit: Partitioning Chapter 14: Toolkit: Scaling Chapter 15: Using the Tools Part 3: Implementing Brand Portfolio Management Chapter 16: Brand Portfolio Management-the 3m Case Chapter 17: Overcoming Organizational Resistance Chapter 18: Lessons Learned in the Trenches Chapter 19: The Implications of Infinity Afterword: About the Research Notes Acknowledgments Index About the Authors
Foreword: by Kevin Lane Keller Part 1: Understanding the Brand Portfolio Chapter 1: Brands, New Value Creation and Competitive Advantage Chapter 2: Elements of the New Model Chapter 3: The Molecule in Detail Chapter 4: Portfolio Dynamics Chapter 5: How Brand Portfolios Differ Part 2: Optimizing the Brand Portfolio Chapter 6: Measuring Success Chapter 7: Toolkit: Extensions Chapter 8: Toolkit: Repositioning Chapter 9: Toolkit: Pruning Chapter 10: Toolkit: Over-Branding Chapter 11: Toolkit: Co-Branding Chapter 12: Toolkit: Amalgamation Chapter 13: Toolkit: Partitioning Chapter 14: Toolkit: Scaling Chapter 15: Using the Tools Part 3: Implementing Brand Portfolio Management Chapter 16: Brand Portfolio Management-the 3m Case Chapter 17: Overcoming Organizational Resistance Chapter 18: Lessons Learned in the Trenches Chapter 19: The Implications of Infinity Afterword: About the Research Notes Acknowledgments Index About the Authors
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