Big Brands, Big Trouble
Lessons Learned the Hard WayUnknown - 2002
Jack Trout shows why some of today's biggest brands are having trouble and how to avoid repeating their mistakes. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies' brands and avoid brand-killing blunders.
Publisher: [Carlsbad] : Penton Overseas, Inc., 2002
Branch Call Number: HD69.B7 T759 2002x
Characteristics: (online resource)