TY  - BOOK
AU  - Harvard Business Review
TI  - Harvard business review on marketing
SN  - 1 57851 804 0
U1  - 658.8 HAR 
PY  - 2001///
CY  - Boston, MA
PB  - Harvard Publications
KW  - Marketing--Management
KW  - Branding (Marketing)
KW  - BUSINESS & ECONOMICS -- Marketing -- General
N1  - 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
N2  - 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
ER  -