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Scott M. Davis

Brand Asset Management : Driving Profitable Growth Through Your Brands (Jossey-Bass Business & Management (Paperback))

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ISBN: 0787963941, 9780787963941
Издательство: Jossey-Bass
Год издания: 2002
Страниц: 288
"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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