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Construir marcas poderosas
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Negocios y EconomíaISBN | 9788480881401
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Product details
Pages: 328 pages
Author: David A. Aaker
Publisher: Gestión 2000
ISBN: 9788480881401
Format: tapa blanda
Language: es-ES
Release date: 1/2/1996
ISBN: 9788480881401
Synopsis of Construir marcas poderosas
Construir marcas sólidas es una necesidad ineludible para cualquier empresa que quiera sobrevivir y prosperar en un entorno crecientemente competitivo. La marca es un activo estratégico y la principal fuente de ventaja competitiva. En este libro, David A. Aaker expone de forma práctica todo aquello que puede ayudar a su empresa a maximizar el valor de sus marcas. En la actualidad, los ejecutivos de muchas empresas están tratando de evitar que sus productos se conviertan en simples mercaderías (commodities), para lo cual están reconsiderando el concepto de marca, al contemplarla como uno de los elementos fundamentales de la estrategia empresarial.
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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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