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Harvard business review on brand management / Harvard Business Review

Contributor(s): Material type: TextTextLanguage: English Series: Harvard business review paperback seriesPublication details: Boston, Mass. : Harvard Business School Press, c1999.Description: v, 204 p. : ill. ; 21 cmISBN:
  • 1578511445 (alk. paper)
  • 9781578511440 (alk. paper)
Other title:
  • Brand management
Uniform titles:
  • Harvard business review.
Subject(s): DDC classification:
  • 658.8/27
LOC classification:
  • HD 69  H339 1999
Contents:
Building brands without mass media / Erich Joachimsthaler and David A. Aaker -- Brands versus private labels: fighting to win / John A. Quelch and David Harding -- How do you grow a premium brand? / Regina Fazio Maruca -- Should you take your brand to where the action is? / David A. Aaker -- Extend profits, not product lines / John A. Quelch and David Kenny -- The logic of product-line extensions -- Can this brand be saved? / Regina Fazio Maruca -- Your brand's best strategy / Vijay Vishwanath and Jonathan Mark.
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Holdings
Item type Current library Home library Collection Shelving location Call number Copy number Status Barcode
Libro Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Ciencias Sociales Ciencias Sociales (3er. Piso) HD 69 H339 1999 (Browse shelf(Opens below)) 1 Available 00000068976

Contains articles previously published in the Harvard business review.

Includes index.

Building brands without mass media / Erich Joachimsthaler and David A. Aaker -- Brands versus private labels: fighting to win / John A. Quelch and David Harding -- How do you grow a premium brand? / Regina Fazio Maruca -- Should you take your brand to where the action is? / David A. Aaker -- Extend profits, not product lines / John A. Quelch and David Kenny -- The logic of product-line extensions -- Can this brand be saved? / Regina Fazio Maruca -- Your brand's best strategy / Vijay Vishwanath and Jonathan Mark.

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