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9780787962555

Building the Brand-Driven Business : Operationalize Your Brand to Drive Profitable Growth

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  • ISBN13:

    9780787962555

  • ISBN10:

    0787962554

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2002-10-02
  • Publisher: Jossey-Bass

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Summary

In Building 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.

Author Biography

<B>Scott M. Davis</B> is a managing partner at the Chicago office of Prophet, and a former marketing and distribution manager at Procter and Gamble. He is an adjunct professor at Northwestern University's Kellogg School of Management, a contributing editor to Brandweek, and an editorial board member of the Journal of Consumer Marketing. His work has been featured in such publications as the <I>Wall Street Journal, Fortune, </I>and <I>USA Today</I>. Davis is the author of <I>Brand Asset Management </I>(Jossey-Bass). <P> <br> <B>Michael Dunn</B> is president and CEO of Prophet. He has provided insights for clients such as AT&T, Williams-Sonoma, UBS, and BP. He has written articles for publications including Marketing News and has been featured in<I> Business Week, Business 2.0, </I>and <I>Brand Marketing Magazine</I>. Dunn has served as CEO for other high-growth services companies and currently sits on the board of RedEnvelope. <P>

Table of Contents

Foreword (David A. Aaker).
Acknowledgments.
Introduction: Taking Control of Your Brand's Destiny.
Part One: Making ""Operationalizing the Brand"" Your New Mantra.
1. Understanding the Brand's Powerful New Role.
2. Connecting Business Strategy to Brand

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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