John A. Davis

Broschiertes Buch

Competitive Success

How Branding Adds Value

Beschreibung

Competitive Success: How Branding Adds Value explains howcompanies can realize substantial competitive advantages and gainsin financial and perceptive value if they develop a brand-centricphilosophy. It describes the latest brand frameworks,emphasizing their practical applications.

The book presents a comprehensive review of the entire brandspectrum, including:

Brand strategy
Implementation
Customer/brand insight
Resource allocation
Performance measurement

Autor

John Davis is Professor of Marketing and Department Chair at the Emerson College in Boston, USA. He was until the summer 2009, Practice Associate Professor and Director of the Marketing Excellence Centre at Singapore Management University. He also taught one of the most popular courses at Singapore Management University, entitled Strategic Brand Management. Before joining academia he had over 20 years of corporate experience leading global branding and marketing teams for companies such as Nike, Informix and Transamerica

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14599822000
• 1. Auflage
• Seitenzahl: 422
• Erscheinungstermin: 22. Februar 2010
• Englisch
• Abmessung: 234mm x 188mm x 28mm
• Gewicht: 775g
• ISBN-13: 9780470998229
• ISBN-10: 0470998229
• Artikelnr.: 26925324