Description
John Wiley & Sons Inc Brand Asset Management : Driving Profitable Growth Through Your Brands by Scott M. Davis
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 Universityshow more