Duyệt Bộ môn Marketing theo Tác giả "Aaker, David A."
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Building strong brands
(Free Press, 1996)In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses ... -
Managing brand equity : capitalizing on the value of a brand name
(Free Press, 1991)The 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; ...
