| Document Type
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BL
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| Record Number
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999429
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| Doc. No
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b753799
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| Main Entry
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Light, Larry.
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| Title & Author
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Six rules for brand revitalization : : learn how companies like McDonald's can re-energize their brands /\ Larry Light and Joan Kiddon.
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| Publication Statement
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Upper Saddle River, N.J. :: Wharton School Pub.,, ©2009.
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| Page. NO
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xx, 218 pages :: illustrations ;; 24 cm
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| ISBN
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0136043313
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: 9780136043317
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Abstract
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"Larry Light, the Global Chief Marketing Officer who spearheaded McDonald's breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and coauthor Joan Kiddon illuminate their blueprint with specific examples from McDonald's experience, offering detailed "dos" and "don'ts" for everything from market segmentation to R & D to executive leadership."--Jacket.
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| Subject
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McDonald's Corporation
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McDonald's Corporation
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McDonald's Corporation
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McDonald's Corporation
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| Subject
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Brand name products-- Management.
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Branding (Marketing)-- Management.
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Product life cycle.
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Schnellgastronomie
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Markenführung
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Strategisches Management
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USA
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Brand name products-- Management.
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Brand name products-- Management.
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Branding (Marketing)-- Management.
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Product life cycle.
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Product life cycle.
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| Dewey Classification
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658.8/27
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| LC Classification
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HF5415.1255.L54 2009
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| Added Entry
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Kiddon, Joan,1949-
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| Parallel Title
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Brand revitalization
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