About the Author
DAVID A. AAKER is the Vice Chairman of Prophet, a brand-driven strategy consulting firm; Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley; and an adviser to Dentsu Inc. A recognized authority on brand and business strategy, he is the recipient of MIT Buck Weaver Award for contributions to the advancement of theory and practice in marketing science and was named as one of the top five most important marketing/business gurus by a survey of marketing executives. The author of over one hundred articles, Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. His fourteen books, which include Strategic Market Management ...
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