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

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

ISBN: 9780787962555
Publisher: Jossey-Bass
Edition: 1
Publication Date: 2002-09-17
Number of pages: 320
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DESCRIPTION

In Building 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.

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