《Building the Brand-Driven Business》是2002年Jossey-Bass出版的圖書，作者是David A. Aaker (Foreword), Scott M. Davis (Author), Michael Dunn (Author)。
基本介紹
- 中文名：Building the Brand-Driven Business
- 作者：David A. Aaker (Foreword), Scott M. Davis (Author), Michael Dunn (Author)
- 出版社：Jossey-Bass
- 出版時間：2002年
- 頁數：320 頁
- 定價：29.95 美元
- 裝幀：hard cover
- ISBN：9780787962555
內容簡介
In B uilding 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.
