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Tidsskrift
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Bog, 2. ed., 2002
Bog, 2000
Brand asset management : driving profitable growth through your brands (engelsk)
Detaljer
Beskrivelse
This text shows marketing managers how to value and manage their company's brands as business assets and to use these assets to drive their business strategy. Brands are one of the few enduring differentiators in business these days; price, quality, availability and service are quickly imitated by competitors, but successful brands are unique and highly valuable as they bring with them loyal customers. Scott Davis presents both a way for companies to determine the value of their brands and to use that knowledge to manage how they develop, sell, price, and market their products or services.
This text shows marketing managers how to value and manage their company's brands as business assets and to use these assets to drive their business strategy.
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