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题名/责任者:

Expand, grow, thrive : 5 proven steps to turn good brands into global brands through the LASSO method / by Pete Canalichio.

版本说明:

First edition.

出版发行项:

Bingley, United Kingdom : Emerald Publishing, [2018]

ISBN:

1787437825

ISBN:

9781787437821 :

载体形态项:

xxxv, 311 pages ; 24 cm

个人责任者:

Canalichio, Pete, author.

论题主题:

Marketing.

中图法分类号:

F713.5

书目附注:

Includes bibliographical references and index.

内容附注:

Pinning their hopes -- Choose to lead : how to succeed in the connective economy -- Lateral : beyond where they've been -- Addictive : growing to love -- Storied : the power of heritage in a world of action -- Scalable : achieving your best size -- Own-able : how you expand and stay true to your DNA -- Is your brand optimized? -- Making the decision to license -- License to operate : the future of the licensed brand -- Epilogue -- Appendix A: LASSO evaluation, questions and scoring kit ; Appendix B: LASSO methodology ; Appendix C: LASSO methodology Q&A.

摘要附注:

In this call-to-arms for marketers struggling to hit their growth targets, brand licensing expert Pete Canalichio explores what needs to be done to consistently and sustainably convert consumer interest into passion, into must-have, and into must-have-more. The result is the LASSO model: a five-step process to turn good brands into global brands.

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