Competitive Success: How Branding Adds Value. Questo articolo non è disponibile.
Lingua: inglese
Editore: John Wiley & Sons 22/12/2009, 2009
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Da: Bahamut Media, Reading, Regno UnitoBahamut Media
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Codice articolo 6545-9780470998229
- Titolo
- Competitive Success: How Branding Adds Value
- Autore
- John A. Davis
- Editore
- John Wiley & Sons 22/12/2009
- Anno di pubblicazione
- 2009
- Condizione
- Very Good
- Rilegatura
- Paperback
- Lingua
- inglese
- ISBN 10
- 0470998229
- ISBN 13
- 9780470998229
Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications.
The book presents a comprehensive review of the entire brand spectrum, including:
- Brand strategy
- Implementation
- Customer/brand insight
- Resource allocation
- Performance measurement
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Informazioni sull’autore
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
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