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Brand Failures 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Matt Haig 作者

Kogan Page

译者

2003-4-3 出版日期

256 页数

GBP 18.99 价格

Hardcover

丛书系列

9780749439279 图书编码

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发表于2024-11-13

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Brand Failures 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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What do Coca-Cola, McDonalds, IBM, Microsoft and Virgin have in common? They have all launched new branded products that have failed - spectacularly and at great cost. "Brand Failures" looks at how such disasters occur. It looks at those brands that have launched with the help of multi-million dollar advertising campaigns and then sunk without trace. Matt Haig recounts classic examples from every era of branding including more recent brand failures. The book also has great practical value: each brand scenario includes a checklist of "lessons learnt", so providing "how not to" advice. Some of the brand disasters covered are: Coca-Cola (New Coke), Chevy, Fender, Harley-Davidson, IBM, Microsoft, McDonaldss, Mr. Donut, Perrier, Pets.com, Quaker, Sony, Tang and Virgin.

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