TITLE

The brand leader on paralysed portfolios

AUTHOR(S)
Lewis, Elen
PUB. DATE
July 2004
SOURCE
Brand Strategy;Jul/Aug2004, Issue 184, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Talks to marketing veteran David Aaker about his perspective on the world of brands and how to maintain a long-term global strategy. Views on the brand portfolio management; Marketing problems; Fundamental rules in marketing; Aaker's book that has had the biggest impact on the world of business.
ACCESSION #
13736375

 

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