Building the Brand-driven Business: Operationalize Your Brand to Drive Profitable Growth (Jossey-Bass Business & Management)

by David A . Aaker (Foreword), ScottM.Davis (Author), Michael Dunn (Author)

• Used

  Hardcover
  2002

  $3.31

  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.