BUILDING THE BRAND DRIVEN BUSINESS | 誠品線上

BUILDING THE BRAND DRIVEN BUSINESS

內容簡介

內容簡介 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.

各界推薦

各界推薦 品牌是公司的重要資產，良好的品牌不僅可以讓企業更快獲得利潤，同時也是企業的保護傘，在意外事件發生時提供緩衝空間。管理顧問Scott Davis再次結合行銷策略學者Aaker，以及擁有資深實務經驗的Dunn，闡述品牌經營，如何塑造差異性形象，以及如何透過行銷公關，打造品牌知名度，重視與消費者之間的互動，培養品牌忠誠度，創造自動複製的經營方式。

作者介紹

作者介紹 Scott M. Davis 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 Wall Street Journal, Fortune, and USA Today. Davis is the author of Brand Asset Management (Jossey-Bass). Michael Dunn 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 Business Week, Business 2.0, and Brand Marketing Magazine. Dunn has served as CEO for other high-growth services companies and currently sits on the board of RedEnvelope.

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