Big brands, big trouble : lessons learned the hard way /
By: Trout, Jack
Material type:
BookPublisher: New York : John Wiley & Sons, c2001.Description: x, 223 p ; 24 cm.ISBN: 0471414328Program: MARK922 TBS904 MARK904Subject(s): Brand name products | Success in business | Competition | Brand name products | CompetitionDDC classification: 658.8/27 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 TR BI (Browse shelf) | Available | T0029952 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 TR BI (Browse shelf) | Available | T0025034 |
Includes index.
The most popular mistakes and their high cost -- General Motors: forgetting what made them successful -- Xerox: predicting a future that never came -- Digital equipment corporation: from number two to nowhere -- AT&T: from monopoly to mess -- Levi Strauss: ignoring competition is bad for your business -- Crest Toothpaste: look, ma, no leadership -- Burger King: always under new management -- Firestone: dead brand driving -- Miller Brewing: a "Miller" too far -- Marks & Spencer: a bad case of "top-down" thinking -- Trouble in the wind: brands with unresolved problems -- An army of consultants: but no one to help -- Boards of directors: but no one to help -- Wall Street: nothing but trouble -- Knowing your enemy can keep you out of trouble -- The bigger they are, the harder to manage -- Trouble begins and ends with the CEO.
Presents case studies that examine the marketing and strategy mistakes made by some of the world's most recognized companies, including Xerox, Levi's, Miller Brewing, Burger King, and others; and offers guidelines for building and protecting a company brand while avoiding brand-killing blunders.
Adult
MARK922 TBS904 MARK904