Erich Joachimsthaler

David Aaker

<p>Si da por hecho, y nosotros lo hacemos, que las empresas deben crear marcas sólidas para ser competitivas, entonces se enfrenta a un desafío simple pero asombroso: ¿Cómo?</p>

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Building Brands Without Mass Media

Crear marcas sin los medios de comunicaci&oacute;n

If you take as a given—and we do—that companies must build strong brands to be competitive, then you are faced with a simple yet staggering challenge: How? In the United States, mass-media advertising has long been the cornerstone of most brand-building efforts. But that norm is threatening to become obsolete. Fragmentation and rising costs are […]

Crear marcas sin los medios de comunicación

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