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Brand Leadership
by David A. Aaker, Erich Joachimsthaler · Free Press · tapa dura · 368 pages
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Pages: 368 pagesAuthor: David A. Aaker, Erich JoachimsthalerPublisher: Free PressFormat: tapa duraLanguage: enRelease date: 6/3/2000ISBN: ISBN 9780684839240
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Managing Brand Equity
$22.57
Construir marcas poderosas
$55.07
Liderazgo de marca
$16.86
Strategic Market Management
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Synopsis of Brand Leadership
Brand Leadership es una obra fundamental escrita por David A. Aaker y Erich Joachimsthaler que explora el cambio de paradigma desde la gestión de marca táctica tradicional hacia un enfoque de liderazgo estratégico. A través de cientos de estudios de casos de empresas líderes como Virgin, Adidas y Apple, los autores demuestran cómo construir identidades de marca sólidas y arquitecturas de marca claras en una economía global impulsada por la información. El libro proporciona herramientas prácticas para que los equipos de gestión creen sinergias, aprovechen los activos de la marca y utilicen canales modernos como Internet para romper con la saturación publicitaria. Es una lectura esencial para ejecutivos y gerentes de marketing que buscan transformar la estructura y cultura organizacional para alcanzar el siguiente nivel en la revolución de las marcas.
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About the author
David Allen Aaker
David Allen Aaker is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy. He serves as Vice Chairman of the San Francisco-based growth consulting company Prophet.
Born in 193860 titles published
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