Post, Richard S. <br/><br/>
Global brand integrity management :  how to protect your product in today's competitive environment /  [book] 
Richard S. Post and Penelope N. Post 
 - New York :  McGraw-Hill,  c2008. 
 - xv, 309 p. :  ill. 
<br/><br/> Includes index 
<br/><br/>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 
<br/><br/><label>ISBN: </label>0071494448 (hardcover : alk. paper) 9780071494441 (hardcover : alk. paper) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products<br/>Trademark infringement--Prevention<br/>Product counterfeiting--Prevention<br/>Product management
<br/><br/><label>LC Class. No.: </label>HD69.B7  / P857