Téléchargez le livre : Waking the Giant

Waking the Giant

Revitalising the Mature Brand

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Éditeur :

Wiley


Paru le : 2012-01-30



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Description

Brand maturity is not inevitable.
Waking the Giant challenges current thinking and practice when it comes to achieving growth with mature brands.
This book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting -- and requires just as much ingenuity and innovation -- as launching a new brand.
While major mature brands still dominate many categories, margins and growth opportunities are often less than exciting. The critical question is: milk the brand, or revitalise? And, just as important: is your organisation fully committed to, and able to deliver on, your chosen strategy?
Inside you'll discover: the merits of revitalisation and milking strategies, and how to choose between them how to renew positive differentiation for a mature brand how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan how to align your revitalisation strategy with the consumers' and industry sector's evolutionary trends.
Pages
240 pages
Collection
n.c
Parution
2012-01-30
Marque
Wiley
EAN papier
9781742169521
EAN EPUB
9781118319567
Informations sur l'ebook
Nombre pages copiables
0
Nombre pages imprimables
240
Taille du fichier
748 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
20,26 €

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