David Aaker has become the guru of brand strategy with his
impact research, twelve books, hundred-plus articles, consulting,
and speaking. From Fargo to the World of Brands details the
intellectual journey that led to a focus on brands--with stops in
marketing models, market research, advertising management,
emotional advertising, and business strategy--and chronicles his
attempts to influence management practices. It provides a profile
of academic life, the story of a brand consulting company, and a
description of the rich experience associated with his second
professional home in Japan.
This warmhearted autobiography also describes Aaker's personal
life--growing up in the Midwest in the '40s and '50s, his roots,
how a Fargo boy over his head survived at MIT and Stanford, his
entrepreneurial failure, his passions and relationships, and how
the Aaker family evolved over forty years.
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