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. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows ho Building Strong Brands - David A. Aaker od authora David A. Aaker a nakladatelství za skvělé ceny na e-shopu Martinus. cz.
| Autor |
David A. Aaker |
| Jazyk |
anglický |
| Počet stran |
400 |
| Rok vydání |
2010 |
| Nakladatelství |
Simon & Schuster |
