000			02056cam a2200277zu 4500
001			10050313
003			FRCYB10050313
005			20250108084532.0
006			m o d
007			cr un
008			250108s2001 fr | o|||||0|0|||eng d
020			_a9780471414322
035			_aFRCYB10050313
040			_aFR-PaCSA _ben _c _erda
100	1		_aTrout, Jack
245	0	1	_aBig Brands Big Trouble _bLessons Learned the Hard Way _c['Trout, Jack']
264		1	_bJohn Wiley & Sons _c2001
300			_a p.
336			_btxt _2rdacontent
337			_bc _2rdamdedia
338			_bc _2rdacarrier
650		0	_a
700	0		_aTrout, Jack
856	4	0	_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/10050313 _qtext/html _a
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.
999			_c80286 _d80286