TY  - BOOK
AU  - Post,Richard S.
AU  - Post,Penelope N.
TI  - Global brand integrity management: how to protect your product in today's competitive environment 
SN  - 0071494448 (hardcover : alk. paper)
U1  - 658.827 22
PY  - 2008///
CY  - New York
PB  - McGraw-Hill
KW  - Brand name products
KW  - Trademark infringement
KW  - Prevention
KW  - Product counterfeiting
KW  - Product management
N1  - Includes index; Introduction -- Rethinking the business model with brand integrity : an organizing concept -- Brand integrity is more than legal protection -- If a product is valuable, somebody will try to take your profits -- If you do not protect your products, nobody will do it for you -- If you wait until your products are attacked, you will lose -- Protect your products and the bad guys will attack your competition -- Your own products are often your largest competitors for profits -- Continually monitor the marketplace to lower risks and increase profits -- Brand integrity as a basic management tool -- Setting up and managing a brand integrity program -- Questions the CEO should ask about BI metrics
UR  - http://www.loc.gov/catdir/toc/ecip0712/2007009029.html
UR  - http://www.loc.gov/catdir/enhancements/fy0714/2007009029-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0806/2007009029-b.html
ER  -