Brand Asset Management by Scott M. Davis
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Brand Asset Management
By Scott M. Davis

Brand Asset Management

Driving Profitable Growth Through Your Brands

By (author) See other recent books by Scott M. Davis
Format: Paperback

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Brand Asset Management by Scott M. Davis

Book Description

"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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Book Details

ISBN: 9780787963941
ISBN-10: 0787963941
Format: Paperback
(231mm x 153mm x 21mm)
Pages: 288
Imprint: Jossey-Bass Inc.,U.S.
Publisher: John Wiley & Sons Inc
Publish Date: 18-Oct-2002
Country of Publication: United States

Other Editions...


Books By Author Scott M. Davis

Shift by Scott M. Davis Shift, Hardback (June 2009)

Most senior marketers are marginalized in their current position as they are not using their insight and knowledge to drive organizational growth. The Shift promotes a re-wiring of the role and function of marketing within the company.

Building the Brand-driven Business by Scott M. Davis Building the Brand-driven Business, Hardback (October 2002)

Helps companies recognize, appreciate and ultimately operationalize the mantra of "every time an employee gets to touch a customer or a customer gets to touch the brand", that company gets the opportunity to either reinforce their brand promise or totally denigrate it.

» View all books by Scott M. Davis

Reviews

UK Kirkus Review » A grounding in brand strategy, outlining how to assess the value of your brands and use that knowledge to determine how you develop, sell, price and market your products and services. There are extensive case examples and worksheets, and the author combines management and marketing with tactical and operational processes. (Kirkus UK)


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Author Biography - Scott M. Davis

Scott M. Davis is a managing partner at Prophet s Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the senior partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. He speaks at a wide variety of top tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for Brandweek.

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Shift by Scott M. Davis
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