Brand Risk: Adding Risk Literacy to Brand Management (Record no. 57098)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01604nam a2200169Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140223b2008 xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780566087240 |
| Terms of availability | 0.00 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.827 |
| Item number | ABR |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Abrahams, David |
| 245 ## - TITLE STATEMENT | |
| Title | Brand Risk: Adding Risk Literacy to Brand Management |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | Hampshire |
| Name of publisher, distributor, etc. | Gower Publishing Ltd. |
| Date of publication, distribution, etc. | 2008 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 212p |
| 500 ## - GENERAL NOTE | |
| General note | Ch. 1. The Case for Risk Literacy Corporate context Marketing and risk Risk literacy Summary Snakes and Ladders: Licensing Brands Ch. 2. Defining Brand Risk What is a brand? Brand risk model Addressing brand risks Brand valuation Snakes and Ladders: Market Research Ch. 3. Learning to Take Risk Why learn? Human factors Learning from failure Snakes and Ladders: Customer Service Failures Ch. 4. The Language of Risk Useful distinctions Probability Expected value and volatility Probability distributions Objective and subjective probabilities Beating the averages Risk thresholds Expected utility Ch. 5. Identifying and Managing Risk ldentifying risks Risk mapping Cause-and-controls assessment Managing risk Snakes and Ladders: Crisis Management Ch. 6. Modelling Risks Reasons to model risk Decision trees Expected value of new information Dependency modelling Stochastic models. Ch. 7. Making Progress Reaffirming the goals Body of knowledge Organizational context Conclusions |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Brand Management |
| 890 ## - | |
| -- | England |
| 995 ## - RECOMMENDATION 995 [LOCAL, UNIMARC FRANCE] | |
| -- | ABR |
| -- | 008288 |
| -- | PKY-PKY |
| -- | 3137.97 |
| -- | 0 |
| -- | 049 |
| -- | 99166 |
| -- | 0 |
| -- | 0.00 |
| -- | 4240.50 26% |
| -- | 20090402 |
| -- | C |
| -- | 20090618 |
| -- | Himanshu Book Co. |
| -- | General |
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