Brand risk: adding risk literacy to brand management
Auteur :
Abrahams, David
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032837840
Date de publication :
24 juin 2024
Dimensions :
24,6 x 17,4 cm
Poids :
420 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Responsible risk taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding. Brand Risk is a practical and accessible book for those who hold responsibilities in marketing or risk management, David Abrahams brings together relevant risk thinkin