Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth by Scott M. Davis
- Language: English
- ISBN-10: 0787962554 ISBN-10:
- Hardcover: 320 pages ISBN-13:
- Publisher: Jossey-Bass; 1 edition (September 17, 2002)
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.
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