Harvard Business Review on Marketing

Collectif Harvard Business School Press - Collection Ideas with Impact

182 pages, parution le 16/04/2002

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Résumé

Featuring all-star names in marketing such as David Aaker and Kevin Keller, this dynamic collection of articles provides a diverse look at the field of marketing. From global branding to managing buzz, this indispensable volume will help managers plan and implement strategic marketing programs.

L'auteur - Collectif Harvard Business School Press

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Sommaire

"The Brand Report Card" by Kevin Lane Keller
"Bringing a Dying Brand Back to Life" by Mannie
Jackson
"How to Fight a Price War" by Akshay R. Rao, Mark E.
Bergen and Scott Davis
"Contextual Marketing: The Real Business of the
Internet" by David Kenny & John F. Marshall
"The Lure of Global Branding" by David A. Aaker &
Erich Joachimsthaler
"Are the Strategic Stars Aligned for Your Corporate
Brand?" by Mary Jo Hatch & 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

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Collectif Harvard Business School Press
Collection	Ideas with Impact
Parution	16/04/2002
Nb. de pages	182
Format	14 x 21
Couverture	Broché
Poids	248g
Intérieur	Noir et Blanc
EAN13	9781578518043
ISBN13	978-1-57851-804-3