Big brands, big problems

Author: Jack Trout (USA), Mo Zhuchen (Translator)
Publisher:
Publish Date: 2004-06-01
Features: In this book, "King of Positioning" Jack Trout analyzes the reasons for the failures of leading companies and provides them with a "cure." Look at the companies mentioned in the book—Xerox, Molson, DEC, Burger King, etc.—isn't it a wake-up call? The author delivers a blunt and straightforward critique to executives, delves into how to handle change, and reveals that branding is the key to success.