Brand risk [electronic resource] : adding risk literacy to brand management / David Abrahams.
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| Online Access: |
Full Text (via Taylor & Francis) |
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| Main Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London :
Routledge,
2016.
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| Subjects: |
Table of Contents:
- Ch. 1. The case for risk literacy
- ch. 2. Defining brand risk
- ch. 3. Learning to take risk
- ch. 4. The language of risk
- ch. 5. Identifying and managing risk
- ch. 6. Modelling risks
- ch. 7. Making progress.