Brand Risk: Adding Risk Literacy to Brand Management

By David Abrahams

Brand risk is often narrowly defined as risk to reputation. Yet risk and uncertainty are evident in many aspects of brand performance and marketing operations. Considered and responsible risk-taking... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0566087243
• ISBN13: 9780566087240
• Release Date: March 2008
• Publisher: Routledge
• Length: 224 Pages