Tim Parkman and Gill Peeling
Gower
Hardback and CD-ROM
234
2007
Responsible risk taking is central to effective brand management. Risk literacy is the marketer's third necessary competence alongside strategic insight and financial understanding.In a practical and accessible book for those who hold responsibilities in marketing or risk management David Abrahams brings together relevant risk thinking and a range of accepted techniques for the evaluation of brand exposures - whether in response to the ambitions of a key business project new market conditions or in answer to shareholder concern.
Gower
Hardback and CD-ROM
234
2007
Responsible risk taking is central to effective brand management. Risk literacy is the marketer's third necessary competence alongside strategic insight and financial understanding.In a practical and accessible book for those who hold responsibilities in marketing or risk management David Abrahams brings together relevant risk thinking and a range of accepted techniques for the evaluation of brand exposures - whether in response to the ambitions of a key business project new market conditions or in answer to shareholder concern.