000 | 04744nam a22004213i 4500 | ||
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001 | EBC5135305 | ||
003 | MiAaPQ | ||
005 | 20191009123150.0 | ||
006 | m o d | | ||
007 | cr cnu|||||||| | ||
008 | 191009s1900 xx o ||||0 eng d | ||
020 |
_a9781282430785 _q(electronic bk.) |
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035 | _a(MiAaPQ)EBC5135305 | ||
035 | _a(Au-PeEL)EBL5135305 | ||
035 | _a(CaONFJC)MIL243078 | ||
035 | _a(OCoLC)1027163969 | ||
040 |
_aMiAaPQ _beng _erda _epn _cMiAaPQ _dMiAaPQ |
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082 | 0 | _a658.827 | |
100 | 1 | _aLight, Larry. | |
245 | 1 | 0 | _aSix Rules for Brand Revitalization. |
250 | _a1st ed. | ||
264 | 1 |
_a : _bPearson Education Inc, _c1900. |
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264 | 4 | _c�1900. | |
300 | _a1 online resource (240 pages) | ||
336 |
_atext _btxt _2rdacontent |
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337 |
_acomputer _bc _2rdamedia |
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338 |
_aonline resource _bcr _2rdacarrier |
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505 | 0 | _aCover -- Contents -- Acknowledgments -- About the Authors -- Preface -- Introduction to the Rules and the Rules-Based Practices -- Chapter 1 Background to the Turnaround -- Big Brand in Big Trouble -- What Went Wrong? -- Ray Kroc's Vision -- Chain of Supply -- The Opening Salvo -- What's Going On? -- Our Leading Edge: Our Leaders -- The Plan to Win -- Brand Power -- Summary -- Chapter 2 The Six Rules of Revitalization -- Branding Is Not the Same As Advertising -- A Brand Versus a Product or Service -- The Six Rules -- Rule #1: Refocus the Organization -- Rule #2: Restore Brand Relevance -- Rule #3: Reinvent the Brand Experience -- Rule #4: Reinforce a Results Culture -- Rule #5: Rebuild Brand Trust -- Rule #6: Realize Global Alignment -- Chapter 3 Rule #1: Refocus the Organization -- Brand Purpose -- The McDonald's Brand Purpose -- The Value Equation -- Financial Discipline -- Operational Excellence -- Leadership Marketing -- The Do's and Don'ts of Refocusing the Organization -- Chapter 4 Rule #2: Restore Brand Relevance -- Thorough Knowledge of the Marketplace -- Understanding the Market Segmentation -- Needs-Based Segmentation Profiles -- Prioritizing the Markets -- Synthesis Versus Analysis -- Prioritize, Prioritize -- Leadership Marketing -- McDonald's Segmentation -- What Is the Brand Promise? -- Brand Pyramid -- Brand Essence -- Paradox Promise -- McDonald's Paradox Promise -- The Do's and Don'ts of Restoring Relevance -- Chapter 5 Rule #3: Reinvent the Brand Experience -- People -- Product -- Place -- Price -- Promotion -- Conclusion -- The Do's and Don'ts of Reinventing the Brand Experience -- Chapter 6 Rule #4: Reinforce a Results Culture -- All Growth Is Not Equally Valuable -- Balanced Brand-Business Scorecard -- The Do's and Don'ts of Creating a Results Culture -- Chapter 7 Rule #5: Rebuild Brand Trust -- Crisis of Credibility. | |
505 | 8 | _aFive Principles of Trust Building -- You Are What You Do -- Lead the Debate -- Don't Hide from It -- The Arrow Is Aimed at Fast Food -- Openness Is an Opportunity -- Trusted Messages Must Come from a Trustworthy Source -- Good Citizenship Pays -- The Do's and Don'ts of Rebuilding Trust -- Chapter 8 Rule #6: Realize Global Alignment -- Alignment -- Freedom Within a Framework -- Internal Marketing Is a Must -- The Do's and Don'ts of Realizing Global Alignment -- Chapter 9 Realizing Global Alignment: Creating a Plan to Win -- The Three Sections of the Plan to Win -- KIDDO Garden Foods -- Step One: Brand Direction-Articulating the Brand Purpose and Brand Promise -- Step Two: Creating the Five Action Ps -- Step Three: Performance Measures -- Implications of a Plan to Win -- The Do's and Don'ts of Creating a Plan to Win -- Chapter 10 Do the Six Rules of Revitalization Work? -- Moving Forward -- Summary: Brand Revitalization -- Index -- A -- B -- C -- D -- E-F -- G -- H -- I -- J-K -- L -- M -- N -- O -- P -- Q-R -- S -- T -- U-V -- W-Z. | |
520 | _aThis is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version.“Larry and Joan have laid out a great set of guiding principles for any busin. | ||
588 | _aDescription based on publisher supplied metadata and other sources. | ||
590 | _aElectronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. | ||
655 | 4 | _aElectronic books. | |
700 | 1 | _aKiddon, Joan. | |
776 | 0 | 8 |
_iPrint version: _aLight, Larry _tSix Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands _d : Pearson Education Inc,c1900 |
797 | 2 | _aProQuest (Firm) | |
856 | 4 | 0 |
_uhttp://ezproxy01.ny.edu.hk:2048/login?url=https://ebookcentral.proquest.com/lib/ircp3g4/detail.action?docID=5135305 _zClick to View |
999 |
_c36629 _d36629 |