000 02507nam a2200349 i 4500
001 195613
003 ES-MaACL
005 20250902081738.0
008 240619s2001 xxu 001 0 eng d
020 _a0471414328
040 _aBUDC
_bspa
_cES-MaACL
100 1 _aTrout, Jack
_9237222
_eaut
245 1 0 _aBig Brands, Big Trouble :
_bLessons Learned the Hard Way /
_cJack Trout
260 _aNew York :
_bJohn Wiley & Sons,
_c2001.
300 _ax, 223 páginas ;
_c22 cm
336 _2rdacontent
_atexto
337 _2rdamedia
_asin mediación
338 _2rdacarrier
_avolumen
500 _aÍndice
520 _aOne of the most respected marketing gurus in the world shows why some of today's biggest brands are having trouble and how to avoid repeating their mistakes. It wasn't long ago that Levi-Strauss, Xerox, Crest, AT&T, Firestone, and Digital Equipment dominated their respective markets. What happened to undermine their standings and of those of other superbrands? Are their declines simply the inevitable consequence of change and the birth of new competition? In this important predecessor to the classic Differentiate or Die, "the king of positioning," Jack Trout answers that question with a resounding "No!" Writing in his signature, straight-from-the-hip style he reveals the disastrous marketing and strategy blunders that led to the dissolution of the most recognized superbrands. He clearly shows how those mistakes could have been avoided. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of expert guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies' brands and avoid brand-killing blunders.
650 1 7 _aMarcas comerciales
_2embne
_9237223
650 1 7 _aÉxito en los negocios
_2embne
_9237224
650 1 0 _aCompetencia
_9237225
852 _aES-MaACL
_cDEPOJ
_jN-10050
_hDonación: Helena de la Joya
_xEncuadernación rústica
_9206197
903 _aJoya, Helena de la
_ednr
942 _cMONOGRAFIA
_n0
999 _c195613
_d195613