Porażki marek. Największe wpadki rekinów biznesu. Porażki rozszerzania marek

Indeks 1355

Autor: Matt Haig
Lektor: MARCIN STYCZEŃ
Wydawca: Audioclub
Format: CD
Opis formatu: 2 CD
Czas: 108
Opakowanie: Duże pudełko kartonowe

Stan: Nowy

24,99 zł

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Najniższa cena produktu 24,99 zł z dnia 20.04.2024

Najniższa cena z 30 dni przed obniżką: 24,99 zł

Opis

rok wydania: 2008
ISBN: 978-83-60339-39-8
format: 14,5 x 20,5cm
Producent: Audioclub.pl/Bellona

Jeśli musisz uczyć się na błędach, to lepiej na cudzych.

Życie lub śmierć firmy zależą od siły marki. Każdego dnia padają jakieś marki, a zarządy firm rwą włosy z głowy i klną na czym świat stoi, chociaż same wpędziły się w takie kłopoty.

Wiele firm kieruje się przekonaniem, że jeśli już raz stworzyły udaną markę, to powinny ją rozszerzać na inne linie produktów. Większość marek, którym to się udało, dokonała rozszerzenia w tych kategoriach produktów, które były zbliżone do oryginału. Coca-Cola zapisała na swoim koncie światowy hit, gdy wprowadziła na rynek Diet Coke. O wiele mniejszy sukces odniosła, kiedy zaoferowała ubrania pod własną marką.

Jednak gdy firmy nie potrafią zrozumieć, w czym zawiera się istota ich marek, porażki okazują się nieuchronne, a ich skutki katastrofalne.

Przedstawione w audioksiążce przykłady nieumiejętnego rozszerzania marek mogą być pomocne przy identyfikowaniu kluczowych obszarów zagrożeń dla firmy. To pouczająca lektura, która powinna znaleźć się w audiotece każdego menedżera, a zainteresuje nie tylko ich. Czyż nie leży w naszej polskiej naturze cicha i skrywana satysfakcja, gdy innym coś się nie udało?

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