When Marketing Becomes a Minerfield

What Will You Do?

Collectif Harvard Business School Press - Collection Management dilemmas

190 pages, parution le 21/06/2004

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Résumé

When the good times are rolling, marketing is exciting and rewarding. When trouble hits, things can turn ugly. What would you do if: one of your customers was severely injured by what could be a faulty product; overexposure threatened to kill a top product's momentum; or a global manager clashed with headquarters about a new product's potential overseas? From PR disasters to critical product decisions, this guide will help managers learn to navigate when the environment changes or the product starts to fizzle.

L'auteur - Collectif Harvard Business School Press

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Sommaire

Introduction
When No News is Good News
Are Some Customers More Equal Than Others?
License to Overkill
The Global Bran Face-Off
The Quality Improvement Customers Didn't Want
Keeping to the Fairway

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Collectif Harvard Business School Press
Collection	Management dilemmas
Parution	21/06/2004
Nb. de pages	190
Format	14 x 21
Couverture	Broché
Poids	260g
Intérieur	Noir et Blanc
EAN13	9781591395058
ISBN13	978-1-59139-505-8