Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth - PDF free download eBook

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

Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth
Exact title of book
Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth
Book author
Scott M. Davis
ISBN
9780787962555
Published
Sep 20, 2002
Language
English
Format
PDF, FB2, EPUB, MOBI
Pages
320
File size (in PDF)
2880 kB

Some brief overview of book

In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn two of the nations 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 everyones job. 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.

About book author

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 Universitys 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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