Brand Asset Management: Driving Profitable Growth Through Your Brands

Brand Asset Management: Driving Profitable Growth Through Your Brands
Author:
Pages:
265
Language
Published:
September 27th 2002 by Jossey-Bass
ISBN10:
0787963941
Genre:
Goodreads Rating:
3.77
ISBN13:
9780787963941

"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

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