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Harvard business review on marketing.

Publisher: Boston, Mass. : Harvard Business School Press, ©2001.
Series: Harvard business review paperback series.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Harvard business review on marketing.
Boston, Mass. : Harvard Business School Press, ©2001
(DLC) 2002100251
(OCoLC)48885122
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
ISBN: 0585440743 9780585440743
OCLC Number: 51849266
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010. MiAaHDL
Description: 1 online resource (182 pages).
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Contents: The brand report card / Kevin Lane Keller --
Bringing a dying brand back to life / Mannie Jackson --
How to fight a price war / Shay R. Rao, Mark E. Bergen, Scott Davis --
Contextual marketing : the real business of the Internet / David Kenny, John P. Marshall --
The lure of global branding / David A. Aaker, Erich Joachimsthaler --
Are the strategic stars aligned for your corporate brand? / Mary Jo Hatch, Majken Schultz --
Torment your customers (theyll love it) / Stephen Brown --
Boost your marketing ROI with experimental design / Eric Almquist, Gordon Wyner.
Series Title: Harvard business review paperback series.
Other Titles: Harvard business review.
More information:

Abstract:

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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