HBR on Brand Mangement（哈佛商业评论—品牌管理） mobi 下载 fb2 夸克云 azw3 网盘 pdf pmlz

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 your brands and products. Articles include: "Building Brands Without Mass Media" by Erich Joachimsthaler and David A. Aaker, "Brands vs. Private Labels: Fighting to Win" by John A. Quelch and David Harding, "How Do You Grow a Premium Brand?" by Regina Fazio Maruca, "Should You Take Your Brand to Where the Action Is?" by David A. Aaker, "Extend Profits, Not Product Lines" by John A. Quelch and David Kenny, "The Logic of Product-Line Extensions" Perspectives from the Editors, "Can This Brand Be Saved," by Regina Fazio Maruca, "Your Brand's Best Strategy" by Vijay Vishwanath and Jonathan Mark. 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.

本书提供了使公司的品牌和产品的价值*化的*战略。创建企业品牌无须大众媒体品牌与自营商标：努力获胜如果促进一个高档品牌的发展扩张到哪里，就应把品牌带到哪里吗？延伸利润而不是产品线产品线延伸的理由这个品牌能否被挽救？品牌经营的*战略

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

Shouid You Tade Your Brand to Where the Action Is?

DAVID A.AADER

Extend Profits,Not Product Lines

JOHN A.QUELCH AND DAVID KENNY

The Logic of Product-Line Extensions

PERSPECTIVES FROM THE EDITORS

Can This Brand Be Saved?

REGINA FAZIO MARUCA

Your Brand's Best Strategy

VIJAY VISHWANATH AND JONATHAN MARK

About the Contributors

Index

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