Brand Asset Management: Driving Profitable Growth Through Your Brands

Davis, Scott M.

ISBN 10: 0787963941 / ISBN 13: 9780787963941

Editore: Jossey-Bass, 2002

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Riassunto:

"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

Informazioni sull?autore:

THE AUTHOR

SCOTT M. DAVIS is a managing partner at Prophet's Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the senior partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. He speaks at a wide variety of top-tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for Brandweek.

Dati bibliografici

Titolo: Brand Asset Management: Driving Profitable ...
Casa editrice: Jossey-Bass
Data di pubblicazione: 2002
Legatura: paperback
Condizione: Very Good