Brand Asset Management P: Driving Profitable Growth Through Your Brands (Jossey-Bass Business & Management)

by ScottM.Davis (Author)

• New

  Paperback
  2002

  $18.54

  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