Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable GrowthISBN: 978-0-7879-6255-5
Hardcover
320 pages
October 2002, Jossey-Bass
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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.
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Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (US $29.95)
-and- Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, Revised and Updated (US $18.95)
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