Extent: | 1 Online-Ressource (304 pages) |
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Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Aufsatzsammlung |
Language: | English |
Notes: | Includes index Contents: Foreword by richard kaeser -- Preface -- Part I: Introduction to brand protection and the global risk of product counterfeits -- 1. The brand protector's dilemma and the total business solution / Jeremy M. Wilson -- Part II: Assessing the nature of product counterfeit risk -- 2. Building and optimizing a brand protection program: A total business solution model / Jeremy M. Wilson and Clifford A. Grammich -- 3. Risk management and risk assessment for brand protection / Sean O'Hearen -- 4. Combatting illicit trade: Understanding consumer motivations / Peggy E. Chaudhry and John Reiners -- Part III: Mitigating the risk of counterfeit products -- 5. Brand protection and organizational silos: Integrating tactics and firm functions in the fight against counterfeits / Jeremy M. Wilson and Clifford A. Grammich -- 6. Options for mitigating the risk of product counterfeits: Lessons from research and practice / Jeremy M. Wilson and Clifford A. Grammich -- 7. Communicating the value of brand protection through a persuasive internal communications approach / Kami J. Silk, Brandon D.H. Thomas, Ashley Paintsil and Jeremy M. Wilson -- Part IV: Resource allocation for and measuring the value of brand protection programs -- 8. Counterfeiting and anti-counterfeiting costs: An application of cost of quality concepts / B. William Demeré, Karen L. Sedatole and Jeremy M. Wilson -- 9. Performance measurement for brand protection: A strategic scorecard approach / Sean O'Hearen -- 10. Determining the value of brand protection programs: Identifying and assessing performance metrics in brand protection / Jeremy M. Wilson, Clifford A. Grammich, B. William Demeré and Karen L. Sedatole -- Part V: The total business solution in practice -- 11. Brand protection: Creating an enforcement framework for action / Warren MacInnis -- 12. Product integrity for patient safety: A pfizer case study / Chanterelle Sung -- 13. Calculating brand protection impact / John Carriero -- 14. The never-ending brand protection conundrum / Vivian Vassallo -- Part VI: Tenets of the total business solution -- 15. Implementation of a total business solution for brand protection: Core principles in theory and practice / Jeremy M. Wilson -- Index. |
ISBN: | 978-1-83910-582-1 ; 978-1-83910-581-4 |
Other identifiers: | 10.4337/9781839105821 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013400359