More about the book
"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
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Brand asset management, Scott M. Davis, David A. Aaker
- Language
- Released
- 2002
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- (Paperback)
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