Brand risk: adding risk literacy to brand management
Auteur :
Abrahams, David
Éditeur :
Taylor & Francis Ltd
ISBN :
9780566087240
Date de publication :
25 mars 2008
Dimensions :
24,6 x 17,4 cm
Poids :
612 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Considered and responsible risk-taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding. This book is suitable for those who hold responsibilities in marketing or risk management.