Scott M. Davis

Brand Asset Management

Driving Profitable Growth Through Your Brands

• Broschiertes Buch

Produktbeschreibung

Now in paperback, Brand Asset Management , written by an experienced brand manager, shows you how to turn your brand from the logo on your letterhead into the driving force behind your company s growth, operational success, and long-term profitability.

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"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

Produktdetails

• The Jossey-Bass Business & Management Series
• Verlag: Jossey-Bass Publishers / Wiley & Sons
• 1. Auflage
• Seitenzahl: 288
• Erscheinungstermin: 27. September 2002
• Englisch
• Abmessung: 229mm x 152mm x 16mm
• Gewicht: 400g
• ISBN-13: 9780787963941
• ISBN-10: 0787963941
• Artikelnr.: 10973806

Autorenporträt

The General Editor of the Statistics without Mathematics series at Vor Press is a researcher and data analyst with experience in government, business and the third sector, who is also well-known as an internationally published author of books on statistical testing.

Rezensionen

"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