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Murray, Brian H. 作者

AMACOM

译者

2003-10 出版日期

272 页数

$ 31.58 价格

丛书系列

9780814407547 图书编码

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发表于2024-11-08

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Defending the Brand 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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"Leading brands and the intellectual property of successful organizations are increasingly falling victim to hostile tactics from unscrupulous businesses. Unwanted brand associations, product piracy, and other forms of online brand abuse threaten to alienate consumers and undermine the success of companies in every industry. "Defending the Brand" introduces strategies being used by companies around the world to fight back and regain control, preserving brand equity and rescuing potentially lost revenue. From marketing and sales initiatives that discourage abuse to how to collect intelligence on possible wrongdoers, this timely book is as valuable as it is fascinating. Punctuated with eye-opening stories from real companies like Home Depot, Disney, the Red Cross, Nintendo, and the Associated Press, "Defending the Brand" is a call to action for companies unwilling to compromise the power of their brands and the success of their products."

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