Brand Resilience : Managing Risk and Recovery in a High-Speed World

Copulsky, Jonathan R.

Palgrave Macmillan（2012/12発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 256 p.
• 言語 ENG
• 商品コード 9780230392182
• DDC分類 658.827

Full Description

Today, information travels at the speed of light, the 24-hour news cycle turns even small blunders into massive public relations catastrophes, and longstanding reputationsare precarious at best. The new prevalence of social and mobile media makes even the most vaunted brands vulnerable to attack - by disgruntled customers, rivals, and even internal sources. But it also represents your best chance to make your company's voice heard. Here, Jonathan Copulsky, drawing on years of experience consulting to the world's leading companies, lays out a seven-step plan for anticipating risk, galvanizing employees, launching counter-attacks and playing brand defense with the same tools your would-be saboteurs are using. This book is full of valuable information to help make your organization battle-ready - even for the challenges you haven't yet discovered.