Brand Asset Management
Brand Asset Management
Driving Profitable Growth Through Your Brands
Contenu
"Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management." -- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
Informations bibliographiques
octobre 2002, 288 pages, Anglais
Wiley
978-0-7879-6394-1