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Harvard Business Review on Brand Management

Harvard Business Review on Brand Management - 99 edition

ISBN13: 978-1578511440

Cover of Harvard Business Review on Brand Management 99 (ISBN 978-1578511440)
ISBN13: 978-1578511440
ISBN10: 1578511445
Cover type: Paperback
Edition/Copyright: 99
Publisher: Harvard Business School Press
Published: 1999
International: No

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Harvard Business Review on Brand Management - 99 edition

ISBN13: 978-1578511440

Harvard Business Review

ISBN13: 978-1578511440
ISBN10: 1578511445
Cover type: Paperback
Edition/Copyright: 99
Publisher: Harvard Business School Press

Published: 1999
International: No
Summary

With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. This helpful volume provides the latest strategies for maximizing the value of brands and products.

Table of Contents

1. Building Brands without Mass Media by Erich Joachimsthaler and David A. Aaker
2. Brands versus Private Labels by John A. Quelch and David Harding
3. How Do You Grow a Premium Brand?by Regina Fazio Maruca
4. Should You Take Your Brand to Where the Action Is?by David A. Aaker
5. Extend Profits, Not Product Lines by John A. Quelch and David Kenny
6. The Logic of Product-Line Extensions -- Perspectives from the Editors
7. Can This Brand Be Saved? by Regina Fazio Maruca
8. Your Brand's Best Strategyby Vijay Vishwanath and Jonathan Mark
About the Contributors
Index

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