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Opis

What do Coca-Cola, McDonald's, IBM, Microsoft and Virgin have in common? Yes, they are all global giants, but what they are less recognized for are all those branded products they've launched that have bombed - spectacularly and at great cost. "Brand Failures" takes a riveting look at how such disasters occur. In this new updated edition of the classic Matt Haig's best-selling book, we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. He describes the brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without a trace. From acknowledged brand mistakes made by successful blue-chip companies to some lesser know but hilarious bomb-shells, he reveals what went wrong in every case and provides a valuable checklist of lessons learnt. A tour of Matt Haig's fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Brand Failures
• Autor: Matt Haig
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 256
• EAN: 9780749462994
• ISBN: 074946299X
• ID: 04366183
• Wydawca: Kogan Page Ltd
• Waga: 338 g
• Wymiary: 212 × 173 × 14 mm
• Data wydania: 03. May 2011

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