Brand Asset Management : Driving Profitable Growth Through Your Brands, by Davis, Scott M.
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- ISBN: 9780787963941 | 0787963941
- Cover: Paperback
- Copyright: 9/26/2002
"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