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Six rules for brand revitalization : learn how companies like McDonald's can re-energize their brands /
This book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald's. Larry Light who spearheaded McDonald's breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand,...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Upper Saddle River, N.J. :
Wharton School Pub.,
©2009.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 050 | 4 | |a HF5415.1255 |b .L54 2009 | |
| 082 | 0 | 4 | |a 658.8/27 |2 22 |
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| 100 | 1 | |a Light, Larry. | |
| 245 | 1 | 0 | |a Six rules for brand revitalization : |b learn how companies like McDonald's can re-energize their brands / |c Larry Light and Joan Kiddon. |
| 246 | 3 | 0 | |a Brand revitalization |
| 260 | |a Upper Saddle River, N.J. : |b Wharton School Pub., |c ©2009. | ||
| 300 | |a 1 online resource (xx, 218 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record. | |
| 520 | |a This book teaches the invaluable lessons of one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald's. Larry Light who spearheaded McDonald's breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. | ||
| 505 | 0 | |a Introduction to the rules and the rules-based practices -- Ch. 1. Background to the turnaround -- Ch. 2. The six rules of revitalization -- Ch. 3. Rule #1 : refocus the organization -- Ch. 4. Rule #2 : restore brand relevance -- Ch. 5. Rule #3 : reinvent the brand experience -- Ch. 6. Rule #4 : reinforce a results culture -- Ch. 7. Rule #5 : rebuild brand trust -- Ch. 8. Rule #6 : realize global alignment -- Ch. 9. Realizing global alignment : creating a plan to win -- Ch. 10. Do the six rules of revitalization work? | |
| 546 | |a English. | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 610 | 2 | 0 | |a McDonald's Corporation |v Case studies. |
| 610 | 2 | 7 | |a McDonald's Corporation. |2 fast |0 (OCoLC)fst00510214 |
| 650 | 0 | |a Branding (Marketing) |x Management. | |
| 650 | 0 | |a Brand name products |x Management. | |
| 650 | 0 | |a Product life cycle. | |
| 650 | 6 | |a Stratégie de marque |x Gestion. | |
| 650 | 6 | |a Produits de marque |x Gestion. | |
| 650 | 6 | |a Produits commerciaux |x Cycle de vie. | |
| 650 | 7 | |a Branding (Marketing) |x Management. |2 fast |0 (OCoLC)fst00837893 | |
| 650 | 7 | |a Brand name products |x Management. |2 fast |0 (OCoLC)fst00837891 | |
| 650 | 7 | |a Product life cycle. |2 fast |0 (OCoLC)fst01078214 | |
| 655 | 7 | |a Case studies. |2 fast |0 (OCoLC)fst01423765 | |
| 700 | 1 | |a Kiddon, Joan, |d 1949- | |
| 776 | 0 | 8 | |i Print version: |a Light, Larry. |t Six rules for brand revitalization. |d Upper Saddle River, N.J. : Wharton School Pub., ©2009 |z 9780136043317 |w (DLC) 2008034733 |w (OCoLC)244066512 |
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