Building the Brand-Driven Business : Operationalize Your Brand to Drive Profitable Growth

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Building the Brand-Driven Business : Operationalize Your Brand to Drive Profitable Growth by Davis, Scott M.; Dunn, Michael; Aaker, David A., 9780787962555
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  • ISBN: 9780787962555 | 0787962554
  • Cover: Hardcover
  • Copyright: 10/2/2002

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In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.