Smart Things to Know About Brands
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More About This Title Smart Things to Know About Brands
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John L. Mariotti is President and CEO of The Enterprise Group, time-shared executive advisors. An experienced executive, and formerly President of Huffy Bicycles and Rubbermaid Office Products Group, Mariotti is also management columnist for IndustryWeek magazine, and author of The Power of Partnerships (Blackwell 1996) and The Shape Shifters: Continuous Change for Competitive Advantage (Wiley 1997). He is an internationally recognized speaker and consultant, a guest lecturer at the University of Tennessee College of Business, who also serves as a board advisor to Henkel-Manco, and a Director of HomeCare Industries. Mariotti holds Bachelors and Masters degrees in Engineering. His web address is www.shape-shifters.com
English
What is Smart?
Preface.
Introduction.
The Brand.
Brand Origin and Image.
A Brand's Benefits.
Building a Brand.
Brand Influence.
Brand Extentions.
Protecting a Brand.
Brand Management.
Private Brands.
Conclusion.
Index.
