SKOLKOVO School of Management

Post, Karen.

Brand turnaround : how brands gone bad returned to glory and the seven game changers that made the difference / Karen Post. - New York : McGraw-Hill, c2012. - xxiv, 262 p. ; 24 cm.

Includes bibliographical references and index.

It's a brand new game -- Mission possible : brands can turn around -- The warning is on the label and the clock is ticking -- Chains hold you hostage : change can set you free -- Seven game changers that made the difference -- Game changer 1: Take responsibility -- Game changer 2: Never give up -- Game changer 3: Lead strong -- Game changer 4: Stay relevant -- Game changer 5: Keep improving -- Game changer 6: Build equity -- Game changer 7: Own your distinction.

How did Toyota, Tylenol, and Goldman Sachs bounce back from the brink of destruction? This book reveals the answers and provides valuable lessons for anyone tasked with reviving a brand.

9780071775281 (hc : alk. paper) 0071775285 (hc : alk. paper)


015903046 Uk

Brand name products.
Branding (Marketing)
Technological innovations--Management.

HD69.B7 / P647 2012