| Description |
vii, 182 pages : illustrations ; 21 cm. |
| Series |
The Harvard business review paperback series |
|
Harvard business review paperback series.
|
| Note |
Contains articles previously published in the Harvard business review. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
The brand report card / Kevin Lane Keller -- Bringing a dying brand back to life / Mannie Jackson -- How to fight a price war / Akshay 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. |
| Subject |
Marketing.
|
|
Marketing -- Management.
|
|
Branding (Marketing)
|
| Added Title |
On marketing |
|
Marketing |
|
Harvard business review.
|
| ISBN |
1578518040 |
|
