Global brand integrity management : how to protect your product in today's competitive environment / Richard S. Post and Penelope N. Post.
By: Post, Richard S
.
Contributor(s): Post, Penelope N.
Material type: 
BookPublisher: New York : McGraw-Hill, c2008Description: xv, 309 p. : ill. ; 24 cm.ISBN: 0071494448 (hardcover : alk. paper); 9780071494441 (hardcover : alk. paper).Subject(s): Brand name products | Trademark infringement -- Prevention | Product counterfeiting -- Prevention | Product managementDDC classification: 658.827 Online resources: Table of contents only | Publisher description | Contributor biographical information | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Books
|
Eastern University Library General Stacks | 658.827 POG 2008 (Browse shelf) | Not For Loan | 11498 |
Includes index.
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.
There are no comments for this item.