Big Brands, Big Trouble: Lessons Learned The Hard Way; Author: Trout, Jack; CD-ROM

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Big Brands, Big Trouble: Lessons Learned The Hard Way

Author: Trout, Jack
CD-ROM
Published: April 2002
Penton Overseas, Inc
ISBN: 1591251494

One of the most respected marketing gurus in the world shows why some of today's biggest brands are having trouble and tells listeners how to prevent repeating their mistakes. Jack Trout has developed a set of expert guidelines designed to help marketing managers and executives build, protect, manage, and expand their companiesU brands and avoid making brand-killing blunders.Outlines the mistakes companies and CEOs make when marketing and designing their products, discussing differentiation, line extension, categorization, truth versus perception, marketing research, and arrogance.

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