Harvard Business Review on Marketing

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. Here are the landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. Each volume contains a specially selected set of articles from Harvard Business Review and is designed to help you master an important management topic. Articles include: Brand Report Card by Kevin Keller; Bringing a Dying Brand Back to Life by Manny Jackson; How to Fight a Price War by Akshay Rao, Mark E. Bergen, and Scott Davis; Contextual Marketing by David Kenny and John Marshall; The Lure of Global Branding by David Aaker and Erich Joachimsthaler; Are the Strategic Stars Aligned for Your Corporate Brand? by Mary Jo Hatch and Majken Schultz; Torment Your Customers (They'll Love It) by Stephen Brown; and Boost Your Marketing ROI with Experimental Design by Eric Almquist and Gordon Wyner.

Amazon Sales Rank: #382661 in Books Published on: 2002-05-07 Original language: English Number of items: 1 Binding: Paperback 192 pages

About the Author Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.

Customers most helpful reviews 23 of 23 people found this review helpful. A collection of the best articles in the HBR magazine. From Harinath Thummalapalli Now there are more than 20 books in this series Harvard Business Review. All books are compilations of the best articles from Harvard Business Review. This book is one of the best books of the series for the quality, relevance and usefulness of the articles selected for inclusion.The eight articles selected for this book is "The Brand Report," "Bring a trademark Dying Back to Life ':" How to fight a price war "," context of marketing: the real business of the Internet "," the call of Global Marketing, "" the stars are aligned to your brand strategy company "," Torment your customers (they like) and "increase marketing ROI Experimental Design." My favorite item was the first "Make The Bulletin '. This article in just a few short pages the essence of how to assess the strength of its brand with a very logical approach to the article in the context of Internet marketing is very interesting as it was written in late 2000 and makes predictions about how the Internet will change in late 2003 to 2005. But even the basic predictions have come true everywhere about how the authors predict the Internet will become. Yes, we have access to the Internet through wireless devices, but are not very profitable for companies now. Of course, current economic conditions are affecting the estimates significantly. Overall, this is really an excellent collection of articles related to marketing and the book is quite reasonable, is much more expensive than buying the same set of items directly from the Harvard Business Review online (almost 5 times more expensive). I have several books on marketing over the past year applying to my small business and this book is one of the best I've read is less than 200 pages and makes reading a very fast and powerful. Happy reading and enjoy the book! 13 of 15 people found the following review helpful. Basic, yes, but invaluable By Robert Morris when I read this book was first published in 1999 and recently re-read, curious to see how he has maintained over the past five years. I think it has done a remarkable way, with my only regret is that "Marketing Myopia," Theodore Levitt is not included in the selections. This is one of a series of dozens of volumes that exist, "Harvard Business Review Paperback Series. "Each offers direct, convenient and cheap for the best ideas on a particular subject in articles originally published by Harvard Business Review. I recommend all volumes of the series. Wwwhbsp.harvard.edu: Individual titles are listed on this site. The authors of various articles are among the world's leading experts on the subject. All volumes have been carefully edited. Shows a summary of each selection. Further comments are also available in most volumes made available as exploring "About the provider" section, which usually contains suggestions from other sources that some readers may want. In this volume we are provided with a variety of perspectives on the market: the basement at "the scorecard of the brand," Jackson brings a brand to die to live, Rao / Bergen / Davis on how to fight a price war, Kenny and Marshall on the "contextual marketing" (ie "The real business of the Internet"), Aaker and Joachimsthaler on "recall" of global branding, Hatch and Schultz's about corporate strategy and branding in the adaptation, Brown on "touch" your customers, and Almquist and Wyner about how to increase marketing ROI with experimental design Very true, some of the material dated, and inevitably so given the time elapsed since the articles were published in the Harvard Business Review.