Description
Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications.
About the Author
John Davis is Professor of Marketing and Department Chair at the Emerson College in Boston, USA. He was until the summer 2009, Practice Associate Professor and Director of the Marketing Excellence Centre at Singapore Management University. He also taught one of the most popular courses at Singapore Management University, entitled Strategic Brand Management. Before joining academia he had over 20 years of corporate experience leading global branding and marketing teams for companies such as Nike, Informix and Transamerica
Book Information
ISBN 9780470998229
Author John A. Davis
Format Paperback
Page Count 422
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 771g
Dimensions(mm) 231mm * 185mm * 23mm
The book presents a comprehensive review of the entire brand spectrum, including:
- Brand strategy
- Implementation
- Customer/brand insight
- Resource allocation
- Performance measurement
About the Author
John Davis is Professor of Marketing and Department Chair at the Emerson College in Boston, USA. He was until the summer 2009, Practice Associate Professor and Director of the Marketing Excellence Centre at Singapore Management University. He also taught one of the most popular courses at Singapore Management University, entitled Strategic Brand Management. Before joining academia he had over 20 years of corporate experience leading global branding and marketing teams for companies such as Nike, Informix and Transamerica
Book Information
ISBN 9780470998229
Author John A. Davis
Format Paperback
Page Count 422
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 771g
Dimensions(mm) 231mm * 185mm * 23mm
