TITLE

Bring on the Branding (Book)

AUTHOR(S)
Gordon, R. M. (Erik)
PUB. DATE
May 2004
SOURCE
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p49
SOURCE TYPE
Review
DOC. TYPE
Book Review
ABSTRACT
Reviews several books on marketing. "Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity," by David Aaker; "A Branded World: Adventures in Public Relations and the Creation of Superbrands," by Michael Levine; "What's in a Name: Advertising and the Concept of Brands," by John Philip Jones and Jan S. Slater; "The Brand Gap: How to Bridge the Distance Between Business Strategy and Design," by Marty Neumeier.
ACCESSION #
13468388

 

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