Building the Brand-Driven Business
Subtitle: Operationalize Your Brand to Drive Profitable Growth
Contributors: David A. Aaker (Foreword)
Edition: 1 edition
Publisher: Jossey-Bass
Published: September 17, 2002
Language: eng
Format: Hardcover
Number of pages: 320
ISBN-13: 9780787962555
Subjects: Sales & marketing; Business/Economics; Brand name products; Business & Economics; Business / Economics / Finance; Sales & Selling - General; Marketing - General; Advertising & Promotion; Business & Economics / Sales & Selling; Strategic Planning; Business strategy; Product Management
First sentence: Ten years ago, most companies thought that focusing on the brand really meant focusing on the latest and greatest advertising campaign.