Brand asset management: driving profitable growth through your brands
Davis, Scott M.
Brand asset management: driving profitable growth through your brands - San Francisco Jossey-Bass Inc. 2000 - xvi, 265 p. - The Jossey-Bass Business and Management Series .
"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
(https://www.wiley.com/en-us/Brand+Asset+Management%3A+Driving+Profitable+Growth+Through+Your+Brands-p-9780787963941)
9780787950774
Brand name products
Product management
Brand name products--United States
Product management--United States
658.827 / DAV
Brand asset management: driving profitable growth through your brands - San Francisco Jossey-Bass Inc. 2000 - xvi, 265 p. - The Jossey-Bass Business and Management Series .
"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
(https://www.wiley.com/en-us/Brand+Asset+Management%3A+Driving+Profitable+Growth+Through+Your+Brands-p-9780787963941)
9780787950774
Brand name products
Product management
Brand name products--United States
Product management--United States
658.827 / DAV