Big Brands, Big Trouble - Lessons Learned the Hard Way (Audio cassette, New Ed)

Respected marketing guru Jack Trout shows not only why some of today's biggest brands are having trouble, but how to avoid repeating their mistakes as well. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of expert guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies' brands and avoid brand-killing blunders. Approximate running time: 180 minutes. Two Audiocassettes.