Brand Risk: Adding Risk Literacy to Brand Management
| By: | Abrahams, David, Mr |
| Publisher: | Taylor & Francis |
| Print ISBN: | 9780566087240 |
| eText ISBN: | 9781409458180 |
| Edition: | 0 |
| Format: | Reflowable |
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Table of Contents
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 is central to effective brand management. Risk literacy is the marketer