David Abrahams

Brand Risk (eBook, PDF)

Adding Risk Literacy to Brand Management

• Format: PDF

Produktbeschreibung

Responsible risk taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding. Brand Risk is a practical and accessible book for those who hold responsibilities in marketing or risk management, David Abrahams brings together relevant risk thinking and a range of accepted techniques for the evaluation of brand exposures - whether in response to the ambitions of a key business project, new market conditions or in answer to shareholder concern.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 224
• Erscheinungstermin: 8. April 2016
• Englisch
• ISBN-13: 9781317172758
• Artikelnr.: 44876408

Autorenporträt

David Abrahams has spent twenty-three years in brand management, new product development and business management with global consumer goods and service companies. For the last decade he has advised corporate clients on brand-related aspects of risk management. A graduate in law from Cambridge University, he is a member of The Chartered Institute of Arbitrators with accreditation as a commercial mediator.

Inhaltsangabe

Introduction
Chapter 1 The Case for Risk Literacy
Chapter 2 Defining Brand Risk
Chapter 3 Learning to Take Risk
Chapter 4 The Language of Risk
Chapter 5 Identifying and Managing Risk
Chapter 6 Modelling Risks
Chapter 7 Making Progress