Brand asset management driving profitable growth through your brands

Brand asset management driving profitable growth through your brands

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In this text an experienced brand manager shows you how to turn your brand from the logo on your letterhead into the driving force behind your company's growth, operational success and long-term profitability. Drawing from methods developed in his consulting and training programmes, Scott Davis...

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Bibliographic Details
Main Author: Davis, Scott M. 1964- (Author)
Other Authors: Aaker, David A. (foreword)
Format: Book
Language:English
Published: San Francisco Jossey-Bass 2002
Edition:2nd ed.
Series:The Jossey-Bass business & management series
Subjects:
Product management
Brand name products
Product management > United States
Brand name products > United States
Online Access:Click Here to View Status and Holdings.
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Description
Summary:In this text an experienced brand manager shows you how to turn your brand from the logo on your letterhead into the driving force behind your company's growth, operational success and long-term profitability. Drawing from methods developed in his consulting and training programmes, Scott Davis provides a thorough grounding in brand strategy.
Item Description:Includes index
Physical Description:xvi, 265 pages illustrations 24 cm
ISBN:0787963941

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