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"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
Buchkauf
Brand asset management, Scott M. Davis, David Allen Aaker
- Sprache
- Erscheinungsdatum
- 2002
- product-detail.submit-box.info.binding
- (Paperback)
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- Sprache
- Englisch
- Autor*innen
- Scott M. Davis, David Allen Aaker
- Verlag
- Jossey-Bass
- Erscheinungsdatum
- 2002
- Einband
- Paperback
- Seitenzahl
- 288
- ISBN10
- 0787963941
- ISBN13
- 9780787963941
- Reihe
- Schlagwörter
- Sachbücher, Handel, Wirtschaft & Management, Marketing & Vertrieb
- Bewertung
- 3,65 von 5 Sternen
- Beschreibung
- "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