Harvard Business Review on Marketing

by Harvard Business Review (Compiler)

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 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.

Genres: Business, Academic, Nonfiction

192 pages, Paperback

First published February 28, 2002

Reviews

[Supratim · Rating 4 out of 5]

Review to come soon !

[Palak · Rating 2 out of 5]

I read a lot of Harvard Business Review (HBR) papers while I was studying, as it was part of my curriculum. Most of the papers from HBR were amazing and we had gained a lot of learning from them. They were also a part of my exams. So when I saw this book I thought this book must contain all the best papers on marketing. But sadly, this wasn't the case. The main problem with this book is that the papers are old that they are no longer relevant in the present day and age. People's mindsets have changed and so have their requirements, so these HBR papers were not at all helpful. I would strongly suggest not to buy this book.