17 December 2001

Maximizing Return

How to build profits by leveraging employee and customer assets

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
A company's assets include two key human components: its employees and its customers. Optimizing the performance of both of these assets can yield powerful business outcomes.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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