Harvard business review on marketing
- Boston, MA Harvard Publications 2001
- vii, 182 p. 21 cm; Pbk
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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Marketing--Management Branding (Marketing) BUSINESS & ECONOMICS -- Marketing -- General.