ISBN: Ostalo
Godina izdanja: 2008
Jezik: Engleski
Oblast: Marketing
Autor: Strani

RISING TIDE - LESSONS FROM 165 YEARS OF BRAND BUILDING AT PROCTER AND GAMBLE
AUTORI DAVIS DYER , FREDERICK DALZELL , ROWENA OLEGARIO
HARVARD BUSINESS SCHOOL PRESS,BOSTON MASSACHUSETTS,2008.GODINA,467 STR,TVRD POVEZ,VECI FORMAT,ILUSTROVANA
KNJIGA JE ODLICNO OCUVANA
This work features the history of brand innovation at Procter & Gamble, one of the most successful consumer goods companies in the world. A fascinating history of household brands from Ivory to Crest, and Pringles to Cascade, this book unlocks the secrets of longtime success of dozens of superstar brands that we`ve grown accustomed to choosing for decades. It offers practical advice. Case study sections offer lessons in: business reinvention, building new markets and capabilities, leadership transformation, brand excellence, and general management.
From Publishers Weekly
This volume, by a history professor (Olegario) and two partners at a consulting firm, chronicles Procter & Gamble`s development, particularly how the company has long emphasized development and marketing of products that can dominate categories. Sanctioned by P&G, which provided the authors access to archives, this detailed tome is an exhaustive record from P&G`s founding in 1837 and first growth spurt as a candle and soap supplier to soldiers during the Civil War through today`s innovations in an increasingly competitive marketplace. Before delving into the history, the authors briefly discuss five principles that define the company, including an emphasis on consumer brands and a willingness to experiment. The minutiae included in this book is occasionally tedious, but the profiles of product launches are both appealing and informative. The discussion of fluoride encompasses a look at tooth decay: `Today, it is difficult to imagine just how bad the problem of tooth decay was in the first half of the twentieth century. Most people were afflicted, and the most common treatment was the painful extraction of the affected teeth.` Furthermore, the sections on toxic shock (product difficulties) and global expansion (business challenges) are particularly insightful. This is a solid company history that will appeal to a wide audience including MBA students, employees at P&G`s rivals and others in advertising, marketing and consumer products businesses.