Davis, Scott M. Brand Asset Management Driving Profitable Growth Through Your Brands
1. Edition October 2002 17.90 Euro 2002. 288 Pages, Softcover ISBN 978-0-7879-6394-1 - John Wiley & Sons
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Detailed description "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
