David A. Aaker

Building Strong Brands

Buch

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitve advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.

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Produktdetails

ISBN: 978-0-02-900151-6
EAN: 9780029001516
Produktnummer: 9068274
Verlag: Simon & Schuster N.Y.
Sprache: Englisch
Erscheinungsjahr: 1995
Seitenangabe: 400 S.
Masse: H24.5 cm x B16.7 cm x D3.5 cm 592 g
Abbildungen: ART THROUGHOUT
Gewicht: 592

Über den Autor

David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (coauthored with Eric Joachimsthaler).