Brand Stretch 2024 pdf epub mobi 电子书


Brand Stretch

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发表于2024-11-30

Brand Stretch 2024 pdf epub mobi 电子书

Brand Stretch 2024 pdf epub mobi 电子书

Brand Stretch 2024 pdf epub mobi 电子书



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出版者:Wiley
作者:David Taylor
出品人:
页数:162
译者:
出版时间:2004-04-16
价格:USD 60.00
装帧:Hardcover
isbn号码:9780470862117
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图书标签: Marketing  品牌   


Brand Stretch 2024 pdf epub mobi 电子书 图书描述

Having spent billions of dollars on creating, building and defending strong brands, it’s payback time. These brands need to give birth to some beautiful and profitable offspring. Enter the world of brand stretch … a red-hot issue for brand teams and boardrooms alike. Done well, brand extension has the potential to create explosive growth for your business. However, the overcrowded extension graveyard shows just how hard it is to stretch successfully. This book provides practical help on both the method and the mindset needed to boost your chances of winning, illustrated with cases on Dove, Bacardi, Virgin, Starbucks, easyGroup, Budweiser and many others. ‘David Taylor's latest book offers a powerful combination of well-researched case studies and practical tips for today's managers. In a world where the ability to stretch your brands further is a key source of competitive advantage, Taylor's advice is required reading.’ Andrew Harrison, Marketing Director, Nestlé Rowntree ‘Taylor cuts through the jungle of jargon and overly-theoretical models that have made up the thinking on brand extension up to now. Brand Stretch is less a textbook and more a handbook for growth that teams can use day to day.’ Adam Morgan, author of Eating the Big Fish and founder of eatbigfish, London, UK ‘Insightful and impactful, the principles in Brand Stretch can help you win in the marketplace.’ Maurice Doyle, Commercial Director, Bacardi-Martini UK ‘A comprehensive list of suggestions to assist in the success of companies looking to extend their brands.’ Cliff Burrows, Managing Director, Starbucks Coffee Company (UK) Ltd ‘David Taylor provides a well-grounded, cohesive approach to leveraging your brand's strengths. Brand Stretch is a practical and creative resource for marketers looking to maximize brand value.’ Kevin Lane Keller, E. B. Osborn Professor of Marketing, Amos Tuck School of Business, USA

Brand Stretch 2024 pdf epub mobi 电子书

Brand Stretch 2024 pdf epub mobi 电子书
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