000			01604nam a2200169Ia 4500
008			140223b2008 xxu||||| |||| 00| 0 eng d
020			_a9780566087240 _c0.00
082			_a658.827 _bABR
100			_aAbrahams, David
245			_aBrand Risk: Adding Risk Literacy to Brand Management
260			_aHampshire _bGower Publishing Ltd. _c2008
300			_a212p
500			_aCh. 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			_aBrand Management
890			_aEngland
995			_AABR _B008288 _CPKY-PKY _D3137.97 _E0 _F049 _G99166 _H0 _I0.00 _J4240.50 26% _L20090402 _UC _W20090618 _XHimanshu Book Co. _ZGeneral
999			_c57098 _d57098