Link to the ebook : https://search-ebscohost-com.ezproxy.univ-catholille.fr/logi...

eISBN : 9780071595346

Contents : Introduction
Chapter 1: Rethinking the Business Model with Brand Integrity :
An Organizing Concept
Chapter 2: Brand Integrity is More than Legal Protection
Chapter 3: If a Product is Valuable, Somebody Will Try to Take Your Profits
Chapter 4: If You do not Protect Your Products, Nobody Will Do It for You
Chapter 5: If You Wait until Your Products are Attacked, You Will Lose
Chapter 6: Protect Your Products and the Bad Guys will Attack Your Competition
Chapter 7: Your Own Products are often Your Largest Competitors for Profits
Chapter 8: Monitor the Marketplace to Lower Risks and Increase Profits
Chapter 9: Brand Integrity as a Basic Management Tool
Chapter 10: Setting Up and Managing a Brand Integrity Program
Chapter 11: Questions the CEO should Ask about BI Metrics

Language : English

Place of publishing : ; QUEBEC

Location : Nice Library

Material : Electronic

Statement : Présent

Owner : Bibliothèque