Brand Asset Management
Scott M. Davis and David A. Aaker
9780787963941
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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
-- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
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ISBN:
9780787963941
Dimensions (WxH):
5.96 x 9.04
Publisher:
Wiley
Publication Date:
September 27, 2002
