Building Strong Brands
Aaker, David A.
Building Strong Brands - United Kingdom SIMON & SCHUSTER 2010 - 400 pages
Paperback / softback
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
9781849830409
Sales and marketing
Strong Brands
658.827 AAK 2010 / AAK 2010
Building Strong Brands - United Kingdom SIMON & SCHUSTER 2010 - 400 pages
Paperback / softback
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
9781849830409
Sales and marketing
Strong Brands
658.827 AAK 2010 / AAK 2010