Building the Brand-Driven Business

副标题: Operationalize Your Brand to Drive Profitable Growth

ISBN: 9780787962555

出版社: Jossey-Bass

出版年: 2002

页数: 320

定价: USD 29.95

装帧: hard cover

内容简介

In B uilding 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.