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Managing the unthinkable: What to do when a scandal hits your brand
This chapter outlines a four step process for responding to a brand scandal. The importance of following these steps are illustrated by discussing real-world scandals.
Michelle L. Roehm, Alice M. Tybout
Roehm, Michelle L., and Alice M. Tybout. 2008. Managing the unthinkable: What to do when a scandal hits your brand.
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