TY  - BOOK
AU  - Taylor,David
AU  - Nichols,David S.
TI  - The brand gym: a practical workout to gain and retain brand leadership 
SN  - 9781119208600
AV  - HD69.B7T39 2010 
U1  - 658.8/27 
PY  - 2010///
CY  - Hoboken
PB  - John Wiley & Sons
KW  - Brand name products
KW  - Product management
KW  - Produits de marque
KW  - Produits commerciaux
KW  - Gestion
KW  - BUSINESS & ECONOMICS
KW  - Advertising & Promotion
KW  - bisacsh
KW  - fast
N1  - Includes bibliographical references and index; The Brand Gym; Contents; What's new in Brandgym 2?; Overview to The Brandgym Workouts; Acknowledgments; Introduction: Being a leader; 1 Workout One: Follow the money; 2 Workout Two: Use insight as fuel; 3. Workout Three: Focus, focus, focus; 4 Workout Four: Build big brand ideas; 5 Workout Five: Grow the core; 6 Workout Six: Stretch your brand muscles; 7 Workout Seven: Amplify your marketing plan; 8 Workout Eight: Rally the troops; References; Index
N2  - This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today's tough economic times. Following the template of the highly successful original version, the book consists of a programme of 8 "workouts" that will help marketers raise their own game in key areas such as: insight, portfolio strategy, positioning and innovation. The tools and techniques in the book have been road-tested on over 100 brandgym projects out of the last 8 years, making this book extremely practical.: Based on
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208600
ER  -