Brand Asset Management : Driving Profitable Growth Through Your Brands (Jossey-Bass Business & Management (Paperback)) Год выпуска: 2002Автор: Scott M. DavisИздательство: Jossey-BassСтраниц: 288ISBN: 0787963941Описание "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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