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035   $a(UtOrBLW)9781787437814
035   $a(EXLCZ)994100000002255045
100   $a20180222h20182018  uy             0
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135   $aurun|||||||||
181   $2rdacontent
182   $2rdamedia
183   $2rdacarrier
200 10$aExpand, grow, thrive $e5 proven steps to turn good brands into global brands through the LASSO Method /$fPete Canalichio
205   $aFirst edition.
210  1$aBingley :$cEmerald,$d2018.
215   $a1 online resource (348 pages)
300   $aIncludes index.
311   $a1-78754-807-4 
311   $a1-78743-782-5 
320   $aIncludes bibliographical references and index.
327   $aPinning their hopes -- Choose to lead : how to succeed in the connective economy -- Lateral : beyond where they've been -- Addictive : growing to love -- Storied : the power of heritage in a world of action -- Scalable : achieving your best size -- Own-able : how you expand and stay true to your DNA -- Is your brand optimized? -- Making the decision to license -- License to operate : the future of the licensed brand -- Epilogue -- Appendix A: LASSO evaluation, questions and scoring kit ; Appendix B: LASSO methodology ; Appendix C: LASSO methodology Q&A.
330   $aUsing powerful storytelling and unique access to the personal perspectives of top-flight marketers who have developed truly world-class business growth programs, Pete Canalichio shows us how successful marketers have extended and expanded their brands, and the challenges they have had to overcome along the way. The LASSO model (Lateral; Addictive; Storied; Scalable; Own-able) offers a simple, accessible and effective way for marketers to get their heads around the desired attributes of highly successful growth programs. With insightful advice, anecdotes and tips from leading brand licensing professionals, household names like Coca-Cola and Disney, senior marketers and inspiring individuals, Canalichio has created a measured and proven "Think Big, Get Big" framework to truly help your brand first expand, grow successfully, and ultimately thrive. 
517 3 $aExpand, grow, thrive :$efive proven steps to turn good brands into global brands through the LASSO Method
606   $aMarketing
606   $aBusiness & Economics$xMarketing$xGeneral$2bisacsh
606   $aSales & marketing$2bicssc
615  0$aMarketing.
615  7$aBusiness & Economics$xMarketing$xGeneral.
615  7$aSales & marketing.
676   $a658.8
700   $aCanalichio$b Pete$01654516
801  0$bUtOrBLW
801  1$bUtOrBLW
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996   $aExpand, grow, thrive$94006391
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