Competitive Success: How Branding Adds Value - Couverture souple

Davis, John A.

Couverture souple

ISBN 10 : 0470998229 ISBN 13 : 9780470998229

Editeur : John Wiley & Sons Inc, 2009

Synopsis

Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications. 

The book presents a comprehensive review of the entire brand spectrum, including:

• Brand strategy
• Implementation
• Customer/brand insight
• Resource allocation
• Performance measurement

A propos du livre

À propos de l'auteur

John Davis is Professor of Marketing and Department Chair at the Emerson College in Boston, USA. He was until the summer 2009, Practice Associate Professor and Director of the Marketing Excellence Centre at Singapore Management University. He also taught one of the most popular courses at Singapore Management University, entitled Strategic Brand Management. Before joining academia he had over 20 years of corporate experience leading global branding and marketing teams for companies such as Nike, Informix and Transamerica

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2009
• Langue: anglais
• ISBN 10: 0470998229
• ISBN 13: 9780470998229
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 422
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible