Hiển thị biểu ghi dạng vắn tắt

dc.contributor.authorAaker, David A.
dc.date.issued1991
dc.identifier.isbn978-1-4391-8838-5
dc.identifier.urihttps://thuvienso.hoasen.edu.vn/handle/123456789/11868
dc.description.abstractThe author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.
dc.format273 p. : ill.
dc.language.isoen
dc.publisherFree Press
dc.subjectBrand name products
dc.subjectIntangible property
dc.subjectManagement
dc.subjectUnited States
dc.titleManaging brand equity : capitalizing on the value of a brand name
dc.typeBook


Các tập tin trong tài liệu này

Thumbnail
Thumbnail

Tài liệu này xuất hiện trong Bộ sưu tập sau đây

Hiển thị biểu ghi dạng vắn tắt