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Opis

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve 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.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Building Strong Brands
• Autor: David A. Aaker
• Język: Angielski
• Oprawa: Twarda
• Liczba stron: 380
• EAN: 9780029001516
• ISBN: 002900151X
• ID: 10962048
• Wydawca: Free Pr
• Waga: 589 g
• Wymiary: 241 × 165 × 32 mm
• Data wydania: 01. December 1995

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