| 紀錄類型: |
書目-電子資源
: Monograph/item
|
| 杜威分類號: |
658.8/27 |
| 書名/作者: |
Global brand integrity management : how to protect your product in today's competitive environment // Richard S. Post and Penelope N. Post. |
| 作者: |
Post, Richard S. |
| 其他作者: |
Post, Penelope N. |
| 出版者: |
New York : : McGraw-Hill,, c2008. |
| 面頁冊數: |
xv, 309 p. : : ill. |
| 標題: |
Brand name products. |
| 標題: |
Trademark infringement - Prevention. |
| 標題: |
Product counterfeiting - Prevention. |
| 標題: |
Product management. |
| ISBN: |
0071494448 (hbk.) |
| ISBN: |
9780071494441 (hbk.) |
| ISBN: |
9780071595346 |
| 內容註: |
Introduction -- Rethinking the business model with brand integrity : an organizing concept -- Brand integrity is more than legal protection -- If a product is valuable, somebody will try to take your profits -- If you do not protect your products, nobody will do it for you -- If you wait until your products are attacked, you will lose -- Protect your products and the bad guys will attack your competition -- Your own products are often your largest competitors for profits -- Continually monitor the marketplace to lower risks and increase profits -- Brand integrity as a basic management tool -- Setting up and managing a brand integrity program -- Questions the CEO should ask about BI metrics. |
| 電子資源: |
Click for full text (McGrawHill) |