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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
Nákup knihy
Brand asset management, Scott M. Davis, David A. Aaker
- Vpisky / podtrhávanie
- Jazyk
- Rok vydania
- 2002
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- Titul
- Brand asset management
- Jazyk
- anglicky
- Autori
- Scott M. Davis, David A. Aaker
- Vydavateľ
- Jossey-Bass
- Rok vydania
- 2002
- Väzba
- mäkká
- ISBN10
- 0787963941
- ISBN13
- 9780787963941
- Kategórie
- Podnikanie a ekonómia
- Anotácia
- "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