Harvard business review on brand management.
Boston, Mass. : Harvard Business School Press
Harvard business review on brand management. Boston, Mass. : Harvard Business School Press - Boston, Mass. : Harvard Business School Press, c1999. - v, 204 p. : ill. ; 21 cm. - The Harvard business review paperback series .
Contains articles previously published in the Harvard business review. Includes index.
Building brands without mass media / Erich Joachimsthaler and David A. Aaker --
Brands versus private labels: fighting to win / John A. Quelch and David Harding --
How do you grow a premium brand? / Regina Fazio Maruca --
Should you take your brand to where the action is? / David A. Aaker --
Extend profits, not product lines / John A. Quelch and David Kenny --
The logic of product-line extensions --
Can this brand be saved? / Regina Fazio Maruca --
Your brand's best strategy / Vijay Vishwanath and Jonathan Mark.
1578511445 (alk. paper)
9781578511440
Brand name products.
HD69.B7 / H37
Harvard business review on brand management. Boston, Mass. : Harvard Business School Press - Boston, Mass. : Harvard Business School Press, c1999. - v, 204 p. : ill. ; 21 cm. - The Harvard business review paperback series .
Contains articles previously published in the Harvard business review. Includes index.
Building brands without mass media / Erich Joachimsthaler and David A. Aaker --
Brands versus private labels: fighting to win / John A. Quelch and David Harding --
How do you grow a premium brand? / Regina Fazio Maruca --
Should you take your brand to where the action is? / David A. Aaker --
Extend profits, not product lines / John A. Quelch and David Kenny --
The logic of product-line extensions --
Can this brand be saved? / Regina Fazio Maruca --
Your brand's best strategy / Vijay Vishwanath and Jonathan Mark.
1578511445 (alk. paper)
9781578511440
Brand name products.
HD69.B7 / H37