by Jon Miller, David Muir · John Wiley & Sons Ltd · tapa dura · ISBN 0723812739929
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«The Business of Brands» is the brand management essay by Jon Miller and David Muir, published by John Wiley & Sons Ltd in hardcover (286 pages, in English).
The work explores the value of brands as strategic assets within the company: how to build them, maintain them and measure their influence in the global market. It connects marketing with corporate strategy and reviews value creation, brand management and current business economics.
The book was originally published on September 10, 2004 and falls within the Business and Economics category.
Aimed at marketing professionals, managers and academics interested in the strategic value of brands.
