Porażki marek. Największe wpadki rekinów biznesu. Część 3: porażki public relations

Indeks 1850

Autor: Matt Haig
Lektor: MARCIN STYCZEŃ
Wydawca: Audioclub
Format: CD
Opis formatu: 2CD
Czas: 111
Opakowanie: Duże pudełko kartonowe

Stan: Nowy

24,99 zł

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Najniższa cena produktu 24,99 zł z dnia 22.12.2024

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

Opis

rok wydania: 2008
ISBN: 978-83-60339-47-3
format: 14,5 x 20,5cm
Producent: Audioclub.pl/Bellona

W cyklu „Porażki marek” przedstawiamy najbardziej spektakularne pomyłki światowych gigantów rynkowych, jakich jak Johnson&Johnson, Procter&Gamble, Gerber, Firestone czy RJ Reynolds.
W części 3 poznamy "Porażki Public Relations" firm, które nie zawsze dobrze radzą sobie z kłopotami i wierzą, że najlepszą metodą zapanowania nad kryzysem jest zaprzeczenie jego istnieniu. "Kryzys? Jaki kryzys!" - mówią zazwyczaj.
Każda marka w ciągu swojego istnienia przechodzi kryzys. Jeśli jest to marka znana, to można się spodziewać, ze trafi na pierwsze strony gazet. Kryzys wcale nie musi zniszczyć marki, jeśli firma działa z wyczuciem i w sposób odpowiedzialny. Znaleziona w butelce Pepsi-Coli strzykawka nie spowodowała sytuacji kryzysowej. Zespół prasowy koncernu przekazał mediom komunikat o całym incydencie i firma dołożyła starań, aby dokładną informację przekazać całej sieci sprzedaży, by ta drogą dotarła ona do klientów.
Przedstawiamy wiele przykładów firm, które nie posługując się skutecznie metodami PR, w konsekwencji zamiast gasić pożary raczej je rozniecają. To pouczająca lektura, która powinna się znaleźć w audiotece każdego menedżera.

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