Brand resilience : (Record no. 258020)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02729nam a22002774a 4500 |
| 001 - CONTROL NUMBER | |
| control field | 258020 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | TH-BaBU |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250517161405.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 101117s2011 nyua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780230392182 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | TH-BaBU |
| Transcribing agency | TH-BaBU |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.1255 |
| Item number | C668B |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Copulsky, Jonathan R. |
| 9 (RLIN) | 171191 |
| 245 10 - TITLE STATEMENT | |
| Title | Brand resilience : |
| Remainder of title | managing risk and recovery in a high-speed world / |
| Statement of responsibility, etc. | Jonathan R. Copulsky. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 1st ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | New York, N.Y. : |
| Name of publisher, distributor, etc. | Palgrave Macmillan, |
| Date of publication, distribution, etc. | 2011. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xi, 244 p. : |
| Other physical details | ill. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Introduction: it's what you do next that counts -- 1: Why your brand is at more risk than you think in a high-speed world -- A brand new day : valuable brands, fragile brands -- Marketing as warfare : the new insurgency -- 2: Seven steps for managing brand risk and recovery -- Assess brand risks --the enemy within -- Assess brand risks-- beyond your borders -- Galvanize your brand troops -- Deploy your brand risk early warning systems -- Repel the attacks on your brand -- Learn and adapt your brand defenses -- Measure and track brand resilience -- Generate popular support for your brand resilience campaign -- Looking backward, looking forward. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | "As the recent Toyota and Tiger Woods scandals illustrate, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash-by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards"-- |
| Assigning source | Provided by publisher. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Branding (Marketing) |
| 9 (RLIN) | 12857 |
| Topical term or geographic name entry element | Brand name products |
| 9 (RLIN) | 153440 |
| Topical term or geographic name entry element | Success in business |
| 9 (RLIN) | 153376 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| 991 00 - BU INFORMATION | |
| BU Field of Study | 0202 āļāļāļ°āļāļĢāļīāļŦāļēāļĢāļāļļāļĢāļāļīāļ. āļāļēāļĢāļāļĨāļēāļ āļāļēāļĢāļāļēāļĒ āļāļēāļĢāļāļĨāļīāļ āļāļēāļĢāļāļĢāļīāļŦāļēāļĢāļāļĨāļīāļāļ āļąāļāļāđ āļāļēāļĢāļŠāđāļāđāļāđāļē-āļāļāļ āļāļēāļĢāļāļ§āļāļāļļāļĄāļāļļāļāļ āļēāļ āļāļĪāļāļīāļāļĢāļĢāļĄāļāļđāđāļāļĢāļīāđāļ āļ |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Available | Books | BU Library and Learning Space | BU Library and Learning Space | Book Shelves | 2025-05-17 | HF5415.1255 C668B | 201401230006 | 2025-05-17 | 2025-05-17 | Books |
