Harvard business review on marketing

By:

Harvard Business Review

Material type: Text

TextPublication details: 2001 Harvard Publications Boston, MADescription: vii, 182 p. 21 cm; PbkISBN:

1 57851 804 0

Subject(s):

Marketing--Management Branding (Marketing) BUSINESS & ECONOMICS -- Marketing -- General

DDC classification:

658.8 HAR

Contents:

The Brand Report Card 1 KEVIN LANE KELLER Bringing a Dying Brand Back to Life 25 MANNIE JACKSON How to Fight a Price War 41 AKSHAY R. RAO, MARK E. BBRGEN, AND SCOTT DAVIS Contextual Marketing The Real Business of the Internet 69 DAVID KENNY AND JOHN P. MARSHALL The Lure of Global Branding 87 DAVID A. AAKER AND ERICH JOACHIMSTHALER Are the Strategic Stars Aligned for Your Corporate Brand? 109 MARY JO HATCH AND MAJKEN SCHULTZ Torment Your Customers (Theyll Love It) 127 STEPHEN BROWN Boost Your Marketing ROI with Experimental Design 143 ERIC ALMQUIST AND GORDON WYNER

Summary: The Harvard Business Review paperback series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. Each volume contains a specially selected set of articles from Harvard Business Review and is designed to help you master an important management topic. Articles include: Brand Report Card by Kevin Keller; Bringing a Dying Brand Back to Life by Manny Jackson; How to Fight a Price War by Akshay Rao, Mark E. Bergen, and Scott Davis; Contextual Marketing by David Kenny and John Marshall; The Lure of Global Branding by David Aaker and Erich Joachimsthaler; Are the Strategic Stars Aligned for Your Corporate Brand? by Mary Jo Hatch and Majken Schultz; Torment Your Customers (They'll Love It) by Stephen Brown; and Boost Your Marketing ROI with Experimental Design by Eric Almquist and Gordon Wyner

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.8 HAR (Browse shelf(Opens below))	Available		35311

The Brand Report Card 1
KEVIN LANE KELLER

Bringing a Dying Brand Back to Life 25
MANNIE JACKSON

How to Fight a Price War 41
AKSHAY R. RAO, MARK E. BBRGEN, AND SCOTT DAVIS

Contextual Marketing
The Real Business of the Internet 69
DAVID KENNY AND JOHN P. MARSHALL

The Lure of Global Branding 87
DAVID A. AAKER AND ERICH JOACHIMSTHALER

Are the Strategic Stars Aligned for Your
Corporate Brand? 109
MARY JO HATCH AND MAJKEN SCHULTZ

Torment Your Customers (Theyll Love It) 127
STEPHEN BROWN

Boost Your Marketing ROI with
Experimental Design 143
ERIC ALMQUIST AND GORDON WYNER

The Harvard Business Review paperback series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. Each volume contains a specially selected set of articles from Harvard Business Review and is designed to help you master an important management topic. Articles include: Brand Report Card by Kevin Keller; Bringing a Dying Brand Back to Life by Manny Jackson; How to Fight a Price War by Akshay Rao, Mark E. Bergen, and Scott Davis; Contextual Marketing by David Kenny and John Marshall; The Lure of Global Branding by David Aaker and Erich Joachimsthaler; Are the Strategic Stars Aligned for Your Corporate Brand? by Mary Jo Hatch and Majken Schultz; Torment Your Customers (They'll Love It) by Stephen Brown; and Boost Your Marketing ROI with Experimental Design by Eric Almquist and Gordon Wyner

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