000			02504cam a22003494a 4500
001			16541253
003			KE-NaKCAU
005			20150306123658.0
008			101117s2011 nyua b 001 0 eng
010			_a 2010049020
020			_a9780230111387
035			_a(OCoLC)ocn679929245
040			_aDLC _cKE-NaKCAU _dBTCTA _dYDXCP _dORX _dBWX _dYBM _dVP@ _dCDX _dDLC
042			_apcc
050	0	0	_aHF5415.1255 _b.C67 2011
082	0	0	_a658.8/72 _222
084			_aBUS043000 _aBUS063000 _aBUS016000 _2bisacsh
100	1		_aCopulsky, Jonathan R.
245	1	0	_aBrand resilience : _bmanaging risk and recovery in a high-speed world / _cJonathan R. Copulsky.
250			_a1st ed.
260			_aNew York, NY : _bPalgrave Macmillan, _c2011.
300			_axi, 244 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
520			_a"As the recent Toyota and Tiger Woods scandals illustrate, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash-by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards"--
650		0	_aBranding (Marketing) _94753
650		0	_aBrand name products. _912379
650		0	_aSuccess in business. _9515
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c14517 _d14517