Harvard Business Review on Brand Management - Brossura

Joachimsthaler, Erich; Aaker, David A.; Quelch, John; Kenny, David; Vishwanath, Vijay; Jonathan, Mark

Brossura

ISBN 10: 1578511445 ISBN 13: 9781578511440

Casa editrice: Harvard Business School Pr, 1999

Riassunto

Leading Minds and Landmark Ideas In An Easily Accessible Format

From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, The Harvard Business Review Paperback Series delivers the fundamental information today's professionals need to stay competitive in a fast-moving world.

With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. Harvard Business Review on Brand Management provides the latest strategies for maximizing the value of your brands and products. A Harvard Business Review Paperback.

Su questo libro

L'autore:

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.

Contenuti:

1. Building Brands without Mass Media by Erich Joachimsthaler and David A. Aaker
2. Brands versus Private Labels by John A. Quelch and David Harding
3. How Do You Grow a Premium Brand? by Regina Fazio Maruca
4. Should You Take Your Brand to Where the Action Is? by David A. Aaker
5. Extend Profits, Not Product Lines by John A. Quelch and David Kenny
6. The Logic of Product-Line Extensions--Perspectives from the Editors
7. Can This Brand Be Saved? by Regina Fazio Maruca
8. Your Brand's Best Strategy by Vijay Vishwanath and Jonathan Mark
About the Contributors
Index

Su questa edizione

• Editore: Harvard Business School Pr
• Data di pubblicazione: 1999
• ISBN 10: 1578511445
• ISBN 13: 9781578511440
• Rilegatura: Copertina flessibile
• Numero di pagine: 204