Building the brand-driven business : operationalize your brand to drive profitable growth
著者
書誌事項
Building the brand-driven business : operationalize your brand to drive profitable growth
（The Jossey-Bass business & management series）
Jossey-Bass, c2002
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
Foreword (David A. Aaker).Acknowledgments.Introduction: Taking Control of Your Brand's Destiny.Part One: Making "Operationalizing the Brand" Your New Mantra.1. Understanding the Brand's Powerful New Role.2. Connecting Business Strategy to Brand Strategy.Part Two: Controlling Your Touchpoints by Operationalizing Your Brand.3. Understanding and Prioritizing High-Impact Brand Touchpoints.4. The Pre-Purchase Experience:Making the Brand-Prospect Connection.5. The Purchase Experience: The First Step in Delivering on the Promise.6. The Post-Purchase Experience: Solidifying the Brand-Customer Relationship.Part Three: Organizing Your Company Around the Brand.7. Developing a Brand Metrics System: Driving Brand Building by What You Measure.8. Building a Brand-Based Culture.9. Establishing a Brand-Based Organization: Focusing on the Structure and Roles to Support Brand-Driven Change.Notes and Sources.The Authors.Index.
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