Building the Brand-Driven Business by Scott M Davis

Building the Brand-Driven Business by Scott M Davis

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.

..This book is highly recommended for all forward-thinking executives--and those aiming to join that group. (The Journal of Product & Brand Management, vol. 14, no. 3, 2005)

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.

SKU	Unavailable
ISBN 13	9780787962555
ISBN 10	0787962554
Title	Building the Brand-Driven Business
Author	Scott M Davis
Condition	Unavailable
Binding Type	Hardback
Publisher	John Wiley & Sons Inc
Year published	2002-10-02
Number of pages	320
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.