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Based on a multi-year study with several large companies,
"Resurgence" reveals how some of the most interesting and notable
brands in the world have managed to stage remarkably successful
comebacks following periods of decline. The core of this book is a
smart, simple four-part framework for reinvention, plus compelling
advice distilled for general business readers. Yet, it also
features fascinating, insider accounts of the change process, with
stories from a core group of leaders at companies such as Motorola,
Alberto Culver, Harley-Davidson, and others, as they considered the
question: How do we reinvent a firm that does not recognize the
need for radical change? Three top marketing experts bring a
compelling wealth of experience and knowledge to the forefront as
they were granted extensive access to the executives at these
companies and track how each of these organizations look
dramatically different as a result of its changed efforts.
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