Rising Tide 2024 pdf epub mobi 电子书

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发表于2024-05-02

Rising Tide 2024 pdf epub mobi 电子书

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出版者:Harvard Business School Press

作者:Davis Dyer

出品人:

页数:467

译者:

出版时间:2004-05-27

价格:USD 29.95

装帧:Hardcover

isbn号码:9781591391470

丛书系列:

图书标签: 管理 PG 营销企业史 P&G 2014 英文原版英文

Rising Tide 2024 pdf epub mobi 电子书图书描述

The Evolution of a Brand Powerhouse

The candles that lit the nights of Union soldiers during the Civil War. The synthetic detergent that eradicated hours of toil for women in the 1940s. The disposable diapers that added convenience to the lives of busy parents.

All of these breakthrough "firsts" and a host of others came from the same source: consumer goods giant Procter & Gamble. Rising Tide chronicles this company's extraordinary 165-year climb from a small, family-operated soap and candle company to a global powerhouse whose market-leading brands improve the lives of consumers everywhere.

Authors Davis Dyer, Frederick Dalzell, and Rowena Olegario were granted unprecedented access to P&G's corporate archives and exclusive interviews with key executives and employees. They describe the introduction and evolution of such household brands as Ivory, Tide, Crest, and Pampers and illustrate how P&G learned to satisfy consumers and compete in markets all over the world. They also recount insightful lessons about product innovation, global expansion, leadership transformation, business reinvention, and brand building.

Compelling and candid, Rising Tide is a fascinating journey through business history and material culture from colonial times through the Industrial Revolution and into the Information Age.

Rising Tide 2024 pdf epub mobi 电子书

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虽然是官方赞助的企业史，也是有很多值得一看的内容，不完全是正面的歌功颂德，也有失败案例的教训。品牌塑造和营销不仅仅是市场部人员的工作，背后也需要有确实超越竞争对手的产品作为支撑。且不论宝洁是不是每一次都做到了这一点，至少哪些超级品牌都可归入此类。作为一个大公司，招募的都是智商能力一流的精英，能够有一个很强的企业文化让大家认同，产生ownership，这大概是所有百年老店都具备的一个共同特质。跨国公司真正的全球化历程其实不过40年，所有跨国公司离开本土都面临如何适应各区域特点生存的问题。理解当地市场，为当地客户开发他们需要的产品，提供真正的价值，这一点永远不过时。看完这本书，我就要离开民营企业，进入跨国公司工作，也许这本书能够提前让我找到一点点感觉。

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