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Brand Asset Management: Driving Profitable Growth Through Your Brands

ISBN: 9780787963941
Publisher: Jossey-Bass
Publication Date: 2002-09-27
Number of pages: 288
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  • Regular price $19.16

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"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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