Rising from the ashes (Record no. 11975)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01011npc a2200169Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2013 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.8 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | CLEEREN, KATHLEEN |
| 245 ## - TITLE STATEMENT | |
| Title | Rising from the ashes |
| Remainder of title | How brands and categories can overcome product harm crises |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2013 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 58-77 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Product harm crisies are omnipresent in today's market palce. Such crisies can cause major revenue and market share losses, lead to costly product recalls and destroy carefully nurtured brand equity. More over some of these effects may spill overto nonaffected competitors in the category when they are perceived to be guilty by association. The authors use large household scanner panels to analyze 60 fast moving consumer good product crises that occurred in the UK and Netherlands and resulted in the full recall of an entire variety. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | MARKETING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | HEERDE, HARALD J VAN |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14947 |
| Note | M |
| Host Itemnumber | 27731 |
| Host Biblionumber | 11181 |
| Title | JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.