Harvard Business Review on Brand Management 哈佛商业评论之品牌管理

图书标准信息

• 作者 Harvard Business Review（哈佛商业评论） 著
• 出版社 Harvard Business School Press
• 出版时间 1999-08
• 版次 1
• ISBN 9781578511440
• 定价 174.00元
• 装帧 平装
• 开本 其他
• 纸张 胶版纸
• 页数 204页
• 正文语种 英语
• 丛书 营销专家系列

【内容简介】

Withtheincreasingglobalizationofbrands,effectivebrandmanagementindifferentiatingproductshasbecomeevenmoreessential.Thishelpfulvolumeprovidesthelateststrategiesformaximizingthevalueofyourbrandsandproducts.Articlesinclude:BuildingBrandsWithoutMassMediabyErichJoachimsthalerandDavidA.Aaker;Brandsvs.PrivateLabels:FightingtoWinbyJohnA.QuelchandDavidHarding;HowDoYouGrowaPremiumBrand?byReginaFazioMaruca;ShouldYouTakeYourBrandtoWheretheActionIs?byDavidA.Aaker;ExtendProfits,NotProductLinesbyJohnA.QuelchandDavidKenny;TheLogicofProduct-LineExtensions,PerspectivesfromtheEditors;CanThisBrandBeSavedbyReginaFazioMaruca;andYourBrand'sBestStrategybyVijayVishwanathandJonathanMark.TheHarvardBusinessReviewPaperbackSeriesisdesignedtobringtoday'smanagersandprofessionalsthefundamentalinformationtheyneedtostaycompetitiveinafast-movingworld.HerearethelandmarkideasthathaveestablishedtheHarvardBusinessReviewasrequiredreadingforambitiousbusinesspeopleinorganizationsaroundtheglobe.

【作者简介】

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

【目录】

Building Brands without Mass Media

Brands versus Private Labels: Fighting to Win

How Do You Grow a Premium Brand?

Should You Take Your Brand to Where the Action Is?

Extend Profits, Not Product Lines

The Logic of Product-Line Extensions

Can This Brand Be Saved?

Your Brand's Best Strategy

About the Contributors

Index