| 000 | 00000cam u2200205 a 4500 | |
| 001 | 000046165606 | |
| 005 | 20240222130955 | |
| 008 | 231127s2023 njua b 001 0 eng | |
| 010 | ▼a 2023006357 | |
| 020 | ▼a 9789811268175 ▼q (hardcover) | |
| 020 | ▼z 9789811268182 ▼q (ebook for institutions) | |
| 020 | ▼z 9789811268199 ▼q (ebook for individuals) | |
| 035 | ▼a (KERIS)REF000020213345 | |
| 040 | ▼a LBSOR ▼b eng ▼e rda ▼c LBSOR ▼d DLC ▼d 211009 | |
| 042 | ▼a pcc | |
| 050 | 0 0 | ▼a HF5415.1255 ▼b .T53 2023 |
| 082 | 0 0 | ▼a 658.8/27 ▼2 23 |
| 084 | ▼a 658.827 ▼2 DDCK | |
| 090 | ▼a 658.827 ▼b T461f | |
| 100 | 1 | ▼a Thomas, Robert J. ▼q (Robert Joseph), ▼d 1952- ▼0 AUTH(211009)56651. |
| 245 | 1 0 | ▼a Finding wisdom in brand tragedies : ▼b managing threats to brand equity / ▼c Robert J Thomas. |
| 260 | ▼a Hackensack, New Jersey : ▼b World Scientific, ▼c 2023. | |
| 264 | 1 | ▼a Hackensack, New Jersey : ▼b World Scientific, ▼c [2023] |
| 300 | ▼a xiii, 173 p. : ▼b ill. (some col.) ; ▼c 24 cm. | |
| 336 | ▼a text ▼b txt ▼2 rdacontent | |
| 337 | ▼a unmediated ▼b n ▼2 rdamedia | |
| 338 | ▼a volume ▼b nc ▼2 rdacarrier | |
| 490 | 1 | ▼a World scientific book series in marketing ; ▼v vol. 1 |
| 504 | ▼a Includes bibliographical references and index. | |
| 520 | ▼a "Brands and branding have deep historical roots. Almost anything or anyone can be branded with a name or mark for commercial or other purposes. The act of branding initiates activities in a brand ecosystem among people and organizations who have a vested interest in the brand's value. Unfortunately, a brand may experience a tragedy that can put its value and equity at risk. Pundits will often conclude there is a primary reason for a specific brand's tragedy, however, studying the situation more deeply can reveal tragic flaws in response to brand-challenging experiences that enhance managerial wisdom. The purpose of the book is to examine the backstories of a selection of relatively well-known brands that have experienced a tragedy. The objective is to inform how and why some brands survived and some did not. Doing so, may help leaders and managers of current brands avoid the miscues that lead to brand tragedies and possibly revive a brand when tragedy strikes. It is a book for those who need to improve their understanding of the vital importance of a brand for organizational success and who want to build and manage their brands to continuously improve value for customers, employees, shareholders, and the well-being of society. While there will be no one right approach or silver bullet to avert or ameliorate a specific tragedy, the better prepared leaders and managers are for a brand tragedy, the greater the likelihood of avoiding one and realizing an expedient and constructive outcome when one occurs"--Provided by publisher. | |
| 650 | 0 | ▼a Branding (Marketing). |
| 650 | 0 | ▼a Business failures. |
| 830 | 0 | ▼a World scientific book series in marketing ; ▼v v. 1. |
| 945 | ▼a ITMT |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 658.827 T461f | 등록번호 111889317 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
Brands and branding have deep historical roots. Almost anything or anyone can be branded with a name or mark for commercial or other purposes. The act of branding initiates activities in a brand ecosystem among people and organizations who have a vested interest in the brand's value. Unfortunately, a brand may experience a tragedy that can put its value and equity at risk. Pundits will often conclude there is a primary reason for a specific brand's tragedy, however, studying the situation more deeply can reveal tragic flaws in response to brand-challenging experiences that enhance managerial wisdom.
The purpose of the book is to examine the backstories of a selection of relatively well-known brands that have experienced a tragedy. The objective is to inform how and why some brands survived and some did not. Doing so, may help leaders and managers of current brands avoid the miscues that lead to brand tragedies and possibly revive a brand when tragedy strikes. It is a book for those who need to improve their understanding of the vital importance of a brand for organizational success and who want to build and manage their brands to continuously improve value for customers, employees, shareholders, and the well-being of society. While there will be no one right approach or silver bullet to avert or ameliorate a specific tragedy, the better prepared leaders and managers are for a brand tragedy, the greater the likelihood of avoiding one and realizing an expedient and constructive outcome when one occurs.
정보제공 :
저자소개
로버트 J. 토마스(지은이)
매사추세츠주 케임브리지의 액센추어 전략적변화연구소의 수석연구원이자 리더십 분야 전문 어소시에이트 파트너이다. 13년 동안 미시건 대학과 MIT 슬로완 경영대학원 교수를 역임했으며, 리더십 개발, 조직설계, 신기술 분야의 다양한 글로벌 기업들에 자문을 제공해왔다. 현재 MIT의 수석강사이다.