Brand Leadership

ISBN-13: 9781847398352 / Angielski / Miękka / 2009 / 368 str.

David Aaker

Opis

Management fads come and go, but branding is here to stay. This is a top to bottom guide to taking the lead in the battle of the brands, and keeping it, from the author of 'Building Strong Brands'.

O autorze

David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).