{"product_id":"9781118319567","title":"Waking the Giant: Revitalising the Mature Brand","description":"\u003cb\u003eBrand maturity is \u003ci\u003enot\u003c\/i\u003e inevitable.\u003c\/b\u003e \u003cp\u003e\u003ci\u003eWaking the Giant\u003c\/i\u003e challenges current thinking and practice when it comes to achieving growth with mature brands.\u003c\/p\u003e \u003cp\u003eThis book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting -- and requires just as much ingenuity and innovation -- as launching a new brand.\u003c\/p\u003e \u003cp\u003eWhile major mature brands still dominate many categories, margins and growth opportunities are often less than exciting. The critical question is: milk the brand, or revitalise? And, just as important: is your organisation fully committed to, and able to deliver on, your chosen strategy?\u003c\/p\u003e \u003cp\u003eInside you'll discover:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e the merits of revitalisation and milking strategies, and how to choose between them \u003c\/li\u003e \u003cli\u003e how to renew positive differentiation for a mature brand \u003c\/li\u003e \u003cli\u003e how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan \u003c\/li\u003e \u003cli\u003e how to align your revitalisation strategy with the consumers' and industry sector's evolutionary trends. \u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47107216965872,"sku":"9781118319567","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781118319567_p0.jpg?v=1763694112","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781118319567","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}