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Improve Your Marketing to Grow Your Business: Insights and Innovation that Drive Business and Brand Growth by Jeff Saperstein, Hunter Hastings

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Chapter 9. Growth Through Brand Portfolio and Risk Management

• What are the tools and techniques to optimize resource allocation across a portfolio of global brands?

• How can a brand portfolio manager increase return on investment through brand renovation?

• How can the CEO take leadership in asset allocation modeling for brands?

• How can business process and technology transform the perception of the role of the marketing function in the C-Suite?

Every CEO and CMO in a large multibrand corporation has the same challenge. Given a portfolio of brands, countries, initiatives, and marketing investments, how does the brand-owning company manage the maximization of current and future growth across this complexity of opportunities? This is the challenge ...

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