Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth

Scott M. Davis, Michael Dunn

Anno: 2002
Rilegatura: Hardback
Pagine: 320 p.
Testo in English
Dimensioni: 233 x 168 mm
Peso: 532 gr.
  • EAN: 9780787962555
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Descrizione

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.