Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth
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About this item
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In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.
|Contributed by:||Aaker, David A.|
|Publisher:||John Wiley & Sons Inc|
|Publish Date:||Oct 2002|
|Number of Pages:||256|
|Shipping Weight (in pounds):||1.26|
|Product in Inches (L x W x H):||6.5 x 9.5 x 1.0|
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