Harvard Business Review On Marketing

Description:
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. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the 'Harvard Business Review' as required reading for ambitious businesspeople in organizations around the globe. A first-time collection of the old classics and best new thinking on marketing, these articles provide a diverse look at marketing, including global branding, one-to-one marketing, and how to manage buzz.

Table of Contents:
Brand Report Card by Kevin Keller 'Bringing a Dying Brand Back to Life' by Manny Jackson 'How to Fight a Price War' by Rao et al. 'Contextual Marketing' by David Kenny and John Marshall 'The Lure of Global Branding' by David Aaker and Erich Joachimsthaler 'Are the Strategic Stars Aligned for Your Corporate Brand?' by Mary Jo Hatch and 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

Author Biography:
Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.