Brand Asset Management: Driving Profitable Growth Through Your Brands (Jossey Bass Business & Management Series)
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Brand Asset Management: Driving Profitable Growth Through Your Brands (Jossey Bass Business & Management Series)
"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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