Harvard Business Review on Marketing 行销

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作者：Harvard Business School Press　著

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ISBN：9781578518043

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简介

简介

The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. 　　A first-time collection of the old classics and best new thinking on marketing. The articles provide a diverse look at marketing, including global branding, one-to-one marketing, and how to manage buzz.

The Brand Report Card
Bringing a Dying Brand Back to Life
How to Fight a Price War
Contextual Marketing:The Real Business of the Internet
The Lure of Global Branding
Are the Strategic Stars Aligned for Your Corporate Brand?
Torment Your Customers (They'll Love It)
Boost Your Marketing ROI with Experimental Design
About the Contributors
Index

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