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Harvard Business Review on Brand Management (Сборник статей Гарвард Бизнес Ревю по управлению брендами)

Опубликовано на портале: 25-11-2003
Harvard: Harvard Business School Press, 1999
Тематический раздел:
With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of your brands and products. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe.

В сборнике собраны статьи, рассматривающие современные стратегии максимизации ценности Ваших продуктов и брендов. Книга будет полезна бизнесменам всего мира.

1.Building Brands Without Mass Media
2.Brands Versus Private Labels: Fighting to Win
3.How Do You Grow a Premium Brand?
4.Should You Take You Brand Where the Action Is?
5.Extend Profits, Not Product Lines
6.The Logic of Product-Line Extensions
7.Can This Brand Be Saved?
8.Your Brands Best Strategy
About the Contributors
Index

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