Brand Risk (ePub)
Adding Risk Literacy to Brand Management
(Sprache: Englisch)
Brand risk is often narrowly defined as risk to reputation. Yet risk and uncertainty are evident in many aspects of brand performance and marketing operations. Considered and responsible risk-taking is central to effective brand management. Risk literacy is...
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Produktinformationen zu „Brand Risk (ePub)“
Brand risk is often narrowly defined as risk to reputation. Yet risk and uncertainty are evident in many aspects of brand performance and marketing operations. Considered and responsible risk-taking is central to effective brand management. Risk literacy is the marketers third necessary competence, alongside strategic insight and financial understanding.In Brand Risk, a practical and accessible book for those who hold responsibilities in marketing or risk management, David Abrahams brings together relevant risk thinking and a range of techniques for the evaluation of brand exposures and opportunities - whether in response to the ambitions of a key business project, new market conditions or shareholder concern.A balanced review of the subject is enriched by reference to topics of current interest and is supported by illustrative examples throughout. Presenting the essentials of brand management and risk management side-by-side, Brand Risk offers graduated and complementary approaches to brand risk assessment, from the intuitive to the data-driven.
Bibliographische Angaben
- Autor: Mr David Abrahams
- 2012, 224 Seiten, Englisch
- ISBN-10: 1409458180
- ISBN-13: 9781409458180
- Erscheinungsdatum: 28.09.2012
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Mit Kopierschutz
Sprache:
Englisch
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