Building the Brand-Driven Business：Operationalize Your Brand to Drive Profitable Growth

图书标准信息

• 作者 Scott M. Davis 著
• 出版社 Wiley
• 出版时间 2002-09
• 版次 1
• ISBN 9780787962555
• 定价 301.50元
• 装帧 精装
• 开本 其他
• 纸张 其他
• 页数 320页
• 正文语种 英语

【内容简介】

InBuildingtheBrand–DrivenBusiness,authorsScottM.DavisandMichaelDunn––twoofthenation′sforemostexpertsonbrands––mapoutastrategythatcanhelpanentireorganizationmanageandlive(notjustthinkabout)itsbrand.Theyshowhowtodevelopbrand–buildingprogramsthatarethemostcostefficient,effective,andcredible.Andjustasvital,theyrevealhowtocreateabrand–drivenculturewithinanorganizationsothatbuildingthebrandbecomeseveryone′sjob.

【作者简介】

ScottM.DavisisamanagingpartnerattheChicagoofficeofProphet,andaformermarketinganddistributionmanageratProcterandGamble.HeisanadjunctprofessoratNorthwesternUniversity'sKelloggSchoolofManagement,acontributingeditortoBrandweek,andaneditorialboardmemberoftheJournalofConsumerMarketing.HisworkhasbeenfeaturedinsuchpublicationsastheWallStreetJournal,Fortune,andUSAToday.DavisistheauthorofBrandAssetManagement(Jossey-Bass).MichaelDunnispresidentandCEOofProphet.HehasprovidedinsightsforclientssuchasAT&T,Williams-Sonoma,UBS,andBP.HehaswrittenarticlesforpublicationsincludingMarketingNewsandhasbeenfeaturedinBusinessWeek,Business2.0,andBrandMarketingMagazine.DunnhasservedasCEOforotherhigh-growthservicescompaniesandcurrentlysitsontheboardofRedEnvelope.

【目录】

Preface.