Brand Asset Management: Driving Profitable Growth Through Your Brands
Article description
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
Specifications
| Author | Davis, Scott M. |
| ISBN/EAN | 9780787963941 |
Article description
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
Specifications
| Author | Davis, Scott M. |
| ISBN/EAN | 9780787963941 |