ISBN 9780230392182,Brand Resilience

Brand Resilience

Publisher:

Macmillan(US)

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ISBN 9780230392182
Publisher

Macmillan(US)

Publication Year 2012
ISBN-13

ISBN 9780230392182

ISBN-10 0230392180
Binding

Paperback

Number of Pages 256 Pages
Subject

Sales & marketing

As the Toyota and Tiger Woods scandals illustrate, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast, interconnected social media landscape. Here, veteran marketing executive Jonathan R. Copulsky shows companies how to play brand defence in the 21st century.

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