Harvard business review on marketing

Material type: Text

TextLanguage: English Series: Harvard business review paperback seriesPublication details: Boston : Harvard Business School Publishing, 2001.Description: vii, 182 pages : illustrations ; 21 cmISBN:

1578518040
9781578518043

Other title:

On marketing
Marketing

Subject(s):

DDC classification:

658.8

LOC classification:

HF 5415 H339 2001

Contents:

The Brand Report Card 1 (24) Kevin Lane Keller Bringing a Dying Brand Back to Life 25 (16) Mannie Jackson How to Fight a Price War 41 (28) Akshay R. Rao Mark E. Bergen Scott Davis Contextual Marketing: The Real Business of the Internet 69 (18) David Kenny John F. Marshall The Lure of Global Branding 87 (22) David A. Aaker Erich Joachimsthaler Are the Strategic Stars Aligned for Your Corporate Brand? 109 (18) Mary Jo Hatch Majken Schultz Torment Your Customers (They'll Love It) 127 (16) Stephen Brown Boost Your Marketing ROI with Experimental Design 143 (22) Eric Almquist Gordon Wyner About the Contributors 165 (6) Index 171

Subject: 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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Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Barcode
Libro	Biblioteca Juan Bosch	Biblioteca Juan Bosch	Ciencias Sociales	Ciencias Sociales (3er. Piso)	HF 5415 H339 2001 (Browse shelf(Opens below))	1	Available	00000071754

Contains articles previously published in the Harvard business review

The Brand Report Card
1 (24)
Kevin Lane Keller
Bringing a Dying Brand Back to Life
25 (16)
Mannie Jackson
How to Fight a Price War
41 (28)
Akshay R. Rao
Mark E. Bergen
Scott Davis
Contextual Marketing: The Real Business of the Internet
69 (18)
David Kenny
John F. Marshall
The Lure of Global Branding
87 (22)
David A. Aaker
Erich Joachimsthaler
Are the Strategic Stars Aligned for Your Corporate Brand?
109 (18)
Mary Jo Hatch
Majken Schultz
Torment Your Customers (They'll Love It)
127 (16)
Stephen Brown
Boost Your Marketing ROI with Experimental Design
143 (22)
Eric Almquist
Gordon Wyner
About the Contributors 165 (6)
Index 171

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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