Übersicht			Auf mobile öffnen

Lieferstatus:	Auf Bestellung (Lieferzeit unbekannt)
Veröffentlichung:	März 2008
Genre:	Wirtschaft / Recht
ISBN:	9780566087240
EAN-Code:	9780566087240
Verlag:	Taylor and Francis
Einband:	Gebunden
Sprache:	English
Dimensionen:	H 246 mm / B 174 mm / D
Gewicht:	612 gr
Seiten:	224
Illustration:	Farb., s/w. Abb.
Bewertung:	Titel bewerten / Meinung schreiben

Inhalt:

Brand risk is often narrowly defined as risk to reputation. Yet risk and uncertainty are evident in many aspects of brand performance and marketing operations. Considered and responsible risk-taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding. In Brand Risk, a practical and accessible book for those who hold responsibilities in marketing or risk management, David Abrahams brings together relevant risk thinking and a range of techniques for the evaluation of brand exposures and opportunities - whether in response to the ambitions of a key business project, new market conditions or shareholder concern. A balanced review of the subject is enriched by reference to topics of current interest and is supported by illustrative examples throughout. Presenting the essentials of brand management and risk management side-by-side, Brand Risk offers graduated and complementary approaches to brand risk assessment, from the intuitive to the data-driven.