Harvard business review on marketing
Author(s)
Bibliographic Information
Harvard business review on marketing
（Harvard business review paperback books）
Harvard Business School Press, c2001
- Other Title
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Marketing
Available at 21 libraries
Note
Includes index
Description and Table of Contents
Description
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. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the "Harvard Business Review" as required reading for ambitious businesspeople in organizations around the globe. A first-time collection of the old classics and best new thinking on marketing, these articles provide a diverse look at marketing, including global branding, one-to-one marketing, and how to manage buzz.
Table of Contents
Brand Report Card by Kevin Keller "Bringing a Dying Brand Back to Life" by Manny Jackson "How to Fight a Price War" by Rao et al. "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 "Boost Your Marketing ROI with Experimental Design" by Eric Almquist and Gordon Wyner
by "Nielsen BookData"