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Global brand integrity management : how to protect your product in today's competitive environment

Author: Richard S Post; Penelope N Post
Publisher: New York : McGraw-Hill, ©2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:

Delivers a blueprint for corporations to protect their intellectual property in a global marketplace. This book offers an overview of the processes, organizational structures, activities, and  Read more...

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Genre/Form: Electronic books
Additional Physical Format: Print version:
Post, Richard S.
Global brand integrity management.
New York : McGraw-Hill, ©2008
(DLC) 2007009029
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Richard S Post; Penelope N Post
ISBN: 9780071595346 0071595341 1281109312 9781281109316
OCLC Number: 183216293
Notes: Title from PDF title page (viewed Dec. 10, 2007).
Includes index.
Description: 1 online resource
Contents: 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.
Responsibility: Richard S. Post and Penelope N. Post.
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