Harvard Business Review on Marketing

作者 Harvard Business School Press著
出版社 Harvard Business Press
出版时间 2002年5月第1版
ISBN 9781578518043
定价 158.80

内容简介

TheHarvardBusinessReviewpaperbackseriesisdesignedtobringtoday'smanagersandprofessionalsthefundamentalinformationtheyneedtostaycompetitiveinafast-movingworld.HerearethelandmarkideasthathaveestablishedtheHarvardBusinessReviewasrequiredreadingforambitiousbusinesspeopleinorganizationsaroundtheglobe.EachvolumecontainsaspeciallyselectedsetofarticlesfromHarvardBusinessReviewandisdesignedtohelpyoumasteranimportantmanagementtopic.Articlesinclude:BrandReportCardbyKevinKeller;BringingaDyingBrandBacktoLifebyMannyJackson;HowtoFightaPriceWarbyAkshayRao,MarkE.Bergen,andScottDavis;ContextualMarketingbyDavidKennyandJohnMarshall;TheLureofGlobalBrandingbyDavidAakerandErichJoachimsthaler;AretheStrategicStarsAlignedforYourCorporateBrand?byMaryJoHatchandMajkenSchultz;TormentYourCustomers(They'llLoveIt)byStephenBrown;andBoostYourMarketingROIwithExperimentalDesignbyEricAlmquistandGordonWyner.

作者简介

Since1984,HarvardBusinessSchoolPresshasbeendedicatedtopublishingthemostcontemporarymanagementthinking,writtenbyauthorsandpractitionerswhoareleadingtheway.Whetherreadersareseekingbig-picturestrategicthinkingortacticalproblemsolving,adviceinmanagingglobalcorporationsorfordevelopingpersonalcareers,HBSPresshelpsfuelthefireofinnovativethought.HBSPresshasearnedareputationasthespringboardofthoughtforbothestablishedandemergingbusinessleaders.

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