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Fashion Institute of Technology - SPRING 2011 | ||
Section 59A | ||
 | Building Strong Brands (9th Edition) by David A. (E.T. Grether Professor Of Marketing Strateg Aaker Hardcover, 400 Pages, Published 1995 ISBN-10: 0-02-900151-X / 002900151X ISBN-13: 978-0-02-900151-6 / 9780029001516 In this compelling work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.As industries turn increasingly hostile, it is clear that strong brand-building skills are needed | |