Harvard business review on brand management
著者
書誌事項
Harvard business review on brand management
（Harvard business review paperback books）
Harvard Business School Press, c1999
- タイトル別名
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Brand management
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注記
Contains articles previously published in the Harvard business review
Includes index
内容説明・目次
内容説明
Leading minds and landmark ideas in an easily accessible format from the preeminent thinkers whose work has defined an entire field to the rising stars and who will redefine the way we think about business, "The Harvard Business Review Paperback Series" delivers the fundamental information today's professionals need to stay competitive in a fast-moving world. With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. "Harvard Business Review on Brand Management" provides the latest strategies for maximizing the value of your brands and products. It is a "Harvard Business Review" paperback.
目次
1. Building Brands without Mass Media by Erich Joachimsthaler and David A. Aaker 2. Brands versus Private Labels by John A. Quelch and David Harding 3. How Do You Grow a Premium Brand? by Regina Fazio Maruca 4. Should You Take Your Brand to Where the Action Is? by David A. Aaker 5. Extend Profits, Not Product Lines by John A. Quelch and David Kenny 6. The Logic of Product-Line Extensions--Perspectives from the Editors 7. Can This Brand Be Saved? by Regina Fazio Maruca 8. Your Brand's Best Strategy by Vijay Vishwanath and Jonathan Mark About the Contributors Index
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