附註:Contains articles previously published in the Harvard business review.
Includes index.
Building brands without mass media / Erich Joachimsthaler and David A. Aaker -- Brands versus private labels: fighting to win / John A. Quelch and David Harding -- How do you grow a premium brand? / Regina Fazio Maruca -- Should you take your brand to where the action is? / David A. Aaker -- Extend profits, not product lines / John A. Quelch and David Kenny -- The logic of product-line extensions -- Can this brand be saved? / Regina Fazio Maruca -- Your brand's best strategy / Vijay Vishwanath and Jonathan Mark.
摘要:Annotation Leading Minds and Landmark Ideas In An Easily Accessible FormatFrom the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, The Harvard Business Review Paperback Series delivers the fundamental information today's professionals need to stay competitive in a fast-moving world. With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. Harvard Business Review on Brand Managementprovides the latest strategies for maximizing the value of your brands and products. A Harvard Business Review Paperback.
