Harvard Business Review on Marketing

Harvard Business Review on Marketing

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The Harvard Business Review Paperback Seriesis 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 theHarvard Business Reviewas 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.Harvard Business School Press ... The brand excels at delivering the benefits customers truly desire. ... Not because the product is a collection of attributes but because those attributes, together with the branda#39;s image, the service, and many other tangible and intangible factors, create ... Then while on vacation in Italy, Howard Schultz, now Starbucks chairman, was inspired by the romance and the senseanbsp;...


Title:Harvard Business Review on Marketing
Author: Harvard Business School Press
Publisher: - 2001
ISBN-13:

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