Marcas
brand equity : gerenciando o valor da marca
by David A. Aaker
309 pages· 1998· ISBN 9788586014154
About
Entre os diversos objetivos do livros estão: definir e ilustrar o 'brand equity', propiciando uma estrutura para ajudar os gerentes a verem mais claramente como o 'brand equity' efetivamente proporciona valor; documentar resultados de pesquisas e exemplos ilustrativos que demonstrem que o valor emergiu por decisões de marketing ou eventos ambientais que fortaleceram a marca; e discutir como o 'brand equity' deve ser gerenciado.
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