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Name: Building the Brand-Driven Business : Operationalize Your Brand to Drive Profitable Growth.
Author: Davis, Scott M. / Dunn, M.
ISBN: 978-0-7879-6255-5

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

・ISBN 978-0-7879-6255-5 cloth

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著者・編者	Davis, Scott M. / Dunn, M.,
シリーズ	The Jossey-Bass Business and Management Series
出版社	(Jossey-Bass, US)
出版年月	2002
ページ数	299 pp.
言語	ENG
ニュース番号	＜492-507＞

解説

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.