Building Strong Brands David A Aaker Simon Schuster Ltd Αγγλικά Βιβλία Economics Business & Finance And Management

As Industries Turn Increasingly Hostile It Is Clear That Strong Brand-Building Skills Are Needed To Survive And Prosper In David Aaker\ S Pathbreaking Book Managing Brand Equity Managers Discovered The Value Of A Strategic Asset Company\ Primary Source Competitive Advantage Now This Compelling New Work Aaker Uses Real Cases From Saturn General Electric Kodak Healthy Choice Mcdonald\ Others Demonstrate How Brands Have Been Created Managed Common Pitfall Strategists Focus On Attributes Shows Break Out Box By Considering Emotional Self-Expressive Benefits Introducing Brand-As-Person Brand-As-Organisation Brand-As-Symbol Perspectives Second Ignore Fact Individual Part Larger System Consisting Many Intertwined Overlapping Subbrands Manage \ System\ Achieve Clarity Synergy Adapt Changing Environment Leverage Assets Into Markets Products Executives Wide Range Seek Prevent Their Services Becoming Commodities They Recommitting Themselves Foundation Business Strategy Will Be Essential Reading For Battle-Ready Σελίδες: 400 Έτος Έκδοσης: 0429 Διαστάσεις: 13X13Cm