Brand asset management: driving profitable growth through your brands

By:

Davis, Scott M

Material type: Text

TextSeries: The Jossey-Bass Business and Management SeriesPublication details: San Francisco Jossey-Bass Inc. 2000Description: xvi, 265 pISBN:

9780787950774

Subject(s):

DDC classification:

658.827 DAV

Summary: "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)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 DAV (Browse shelf(Opens below))	1	Available		G00215

"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)

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