In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.
- ISBN13 9780470330623
- Publish Date 10 December 2007 (first published 2 October 2002)
- Publish Status Active
- Publish Country US
- Publisher John Wiley & Sons Inc
- Imprint Jossey-Bass Inc.,U.S.
- Format eBook
- Pages 320
- Language English
- URL http://wiley.com