Harvard business review case studies : marketing through minefields.
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作 者：Harvard Business School Publishing Corporation.
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ISBN：9781422199923
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简介
Marketers today face growing expectations, but face the same basic questions: how can you offer customers what they really want? Is your brand strong enough to compete globally? How can you satisfy different customers without appearing to play favorites?
See how leading marketing experts weigh in on these and other crucial questions and find answers to your toughest challenges in this collection of the most popular Harvard Business Review cases.
目录
Introduction Julia Kirby p. 1
When No News Is Good News Bronwyn Fryer p. 17
Are Some Customers More Equal Than Others? Paul F. Nunes and Brian A. Johnson p. 41
License to Overkill Paul F. Nunes p. 65
The Global Brand Face-Off Anand P. Raman p. 91
The Quality Improvement Customers Didn't Want Dawn Iacobucci p. 121
Keeping to the Fairway Thomas J. Waite p. 161
About the Contributors p. 187
When No News Is Good News Bronwyn Fryer p. 17
Are Some Customers More Equal Than Others? Paul F. Nunes and Brian A. Johnson p. 41
License to Overkill Paul F. Nunes p. 65
The Global Brand Face-Off Anand P. Raman p. 91
The Quality Improvement Customers Didn't Want Dawn Iacobucci p. 121
Keeping to the Fairway Thomas J. Waite p. 161
About the Contributors p. 187
Harvard business review case studies : marketing through minefields.
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