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Название: The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
Автор: John Gerzema and Edward Lebar
Издательство: Jossey-Bass
Год: 2008
Формат: AZW3, EPUB, PDF
Размер: 11 Мб
Язык: английский / English
Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble.
Автор: John Gerzema and Edward Lebar
Издательство: Jossey-Bass
Год: 2008
Формат: AZW3, EPUB, PDF
Размер: 11 Мб
Язык: английский / English
Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble.