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Harvard Business Review on Marketing (Сборник статей по маркетингу, опубликованных в Гарвард Бизнес Ревю)

Опубликовано на портале: 30-10-2003
Harvard: Harvard Business School Press, 2002
Тематический раздел:
The Harvard Business Review paperback series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. Each volume contains a specially selected set of articles from Harvard Business Review and is designed to help you master an important management topic.

1. Brand Report Card (Kevin Keller)
2. Bringing a Dying Brand Back to Life (Manny Jackson)
3. How to Fight a Price War (Akshay Rao, Mark E. Bergen, and Scott Davis)
4. Contextual Marketing (David Kenny and John Marshall)
5. The Lure of Global Branding (David Aaker and Erich Joachimsthaler)
6. Are the Strategic Stars Aligned for Your Corporate Brand? (Mary Jo Hatch and Majken Schultz)
7. Torment Your Customers (They'll Love It) (Stephen Brown)
8. Boost Your Marketing ROI with Experimental Design (Eric Almquist and Gordon Wyner)