| The Infinite Asset: Managing Brands to Build New Value Contributor(s): Hill, Sam (Author), Lederer, Chris (Joint Author), Keller, Kevin Lane (Foreword by) |
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ISBN: 1578512492 ISBN-13: 9781578512492 Publisher: Harvard Business Review Press OUR PRICE: $24.75 Product Type: Hardcover Published: October 2001 Annotation: The authors use in-depth case studies from 3M, Cadillac, Miller Beer, and other corporations to illustrate how brands add both economic and strategic value to companies, especially during economic downturns. |
| Additional Information |
| BISAC Categories: - Business & Economics | Advertising & Promotion |
| Dewey: 658.827 |
| LCCN: 2001024054 |
| Physical Information: 0.95" H x 6.45" W x 9.6" (1.21 lbs) 240 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Introduces a 3-D mapping tool - the brand portfolio molecule - that lets managers visualize elements of a brand and how they interact to create new value. This book argues that a company's brand portfolio must reflect how the target customer actually views the brand. |
