Brand warfare : 10 rules for building the killer brand : lessons for new and old economy players

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Title:

Brand warfare : 10 rules for building the killer brand : lessons for new and old economy players

Author:

D'Alessandro, David F.

ISBN:

9780071362931

Personal Author:

D'Alessandro, David F.

Publication Information:

New York ; London : McGraw-Hill, c2001.

Physical Description:

xviii, 185 p. ; 24 cm.

General Note:

Includes index.

Subject Term:

Brand name products.

Product management.

Added Author:

Owens, Michele.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015695543	658.827 D141B 2001	1	Searching... Unknown

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Summary

Summary

Branding has developed into one of the business world's hottest concepts, and for good reason. Branding is cited as the secret ingredient behind the tremendous corporate gains realized in recent years by companies ranging from FedEx, Rolex, Starbuck, Volvo, and most interestingly, John Hancock.

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