Rising Tide：Lessons from 165 Years of Brand Building at Procter & Gamble
- 作者
- 出版社 Perseus
- 出版时间 2004年7月 第1版
- ISBN 9781591391470
内容简介
TheEvolutionofaBrandPowerhouseThecandlesthatlitthenightsofUnionsoldiersduringtheCivilWar.Thesyntheticdetergentthateradicatedhoursoftoilforwomeninthe1940s.Thedisposablediapersthataddedconveniencetothelivesofbusyparents.Allofthesebreakthrough"firsts"andahostofotherscamefromthesamesource:consumergoodsgiantProcter&Gamble.RisingTidechroniclesthiscompany'sextraordinary165-yearclimbfromasmall,family-operatedsoapandcandlecompanytoaglobalpowerhousewhosemarket-leadingbrandsimprovethelivesofconsumerseverywhere.AuthorsDavisDyer,FrederickDalzell,andRowenaOlegarioweregrantedunprecedentedaccesstoP&G'scorporatearchivesandexclusiveinterviewswithkeyexecutivesandemployees.TheydescribetheintroductionandevolutionofsuchhouseholdbrandsasIvory,Tide,Crest,andPampersandillustratehowP&Glearnedtosatisfyconsumersandcompeteinmarketsallovertheworld.Theyalsorecountinsightful
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