Harvard Business Review on Marketing.pdf

192 1,928 31
  • Loading ...

Tài liệu hạn chế xem trước, để xem đầy đủ mời bạn chọn Tải xuống

Tài liệu liên quan

Thông tin tài liệu

Ngày đăng: 21/09/2012, 17:27

Anh văn thương mại, kinh doanh HarvardBusinessReviewHBR033chfm 1/16/02 3:01 PM Page i    The series is designed to bring today’s managers and professionals thefundamental information they need to stay competitive in a fast-moving world. From the preeminent thinkers whose work has definedan entire field to the rising stars who will redefine the way we thinkabout business, here are the leading minds and landmark ideas thathave established the Harvard Business Review as required reading forambitious businesspeople in organizations around the globe.Other books in the series:Harvard Business Review Interviews with CEOsHarvard Business Review on Advances in StrategyHarvard Business Review on Brand ManagementHarvard Business Review on Breakthrough LeadershipHarvard Business Review on Breakthrough ThinkingHarvard Business Review on Business and the EnvironmentHarvard Business Review on the Business Value of ITHarvard Business Review on ChangeHarvard Business Review on CompensationHarvard Business Review on Corporate GovernanceHarvard Business Review on Corporate StrategyHarvard Business Review on Crisis ManagementHarvard Business Review on Culture and ChangeHarvard Business Review on Customer Relationship ManagementHarvard Business Review on Decision MakingHarvard Business Review on Effective CommunicationHarvard Business Review on EntrepreneurshipHarvard Business Review on Finding and Keeping the Best PeopleHarvard Business Review on InnovationHarvard Business Review on Knowledge ManagementHBR033chfm 1/16/02 3:01 PM Page iiOther books in the series (continued):Harvard Business Review on LeadershipHarvard Business Review on Managing High-Tech IndustriesHarvard Business Review on Managing PeopleHarvard Business Review on Managing DiversityHarvard Business Review on Managing UncertaintyHarvard Business Review on Managing the Value ChainHarvard Business Review on Measuring Corporate PerformanceHarvard Business Review on Mergers and AcquisitionsHarvard Business Review on Negotiation and Conflict ResolutionHarvard Business Review on NonprofitsHarvard Business Review on Organizational LearningHarvard Business Review on Strategies for GrowthHarvard Business Review on TurnaroundsHarvard Business Review on Work and Life BalanceHBR033chfm 1/16/02 3:01 PM Page iiiHBR033chfm 1/16/02 3:01 PM Page ivThis Page Intentionally Left BlankHarvardBusinessReview    HBR033chfm 1/16/02 3:01 PM Page vCopyright 1999, 2000, 2001Harvard Business School Publishing CorporationAll rights reservedPrinted in the United States of America06 05 04 03 02 5 4 3 2 1All rights reserved. No part of this book may be reproduced, stored in aretrieval system, or transmitted, in any form or by any means, elec-tronic, mechanical, photocopying, recording, or otherwise without theprior written permission of the copyright holder.The Harvard Business Review articles in this collection are available asindividual reprints. Discounts apply to quantity purchases. For informa-tion and ordering, please contact Customer Service, Harvard BusinessSchool Publishing, Boston, MA 02163. Telephone: (617) 783-7500 or (800) 988-0886, 8 A.M. to 6 P.M. Eastern Time, Monday through Friday.Fax: (617) 783-7555, 24 hours a day. E-mail: custserv@hbsp.harvard.eduLibrary of Congress Control Number: 2002100251The paper used in this publication meets the requirements of the Ameri-can National Standard for Permanence of Paper for Publications andDocuments in Libraries and Archives Z39.48-1992.HBR033chfm 1/16/02 3:01 PM Page viThe Brand Report Card 1  Bringing a Dying Brand Back to Life 25 How to Fight a Price War 41 . ,  . ,   Contextual Marketing: The Real Business of the Internet 69    . The Lure of Global Branding 87 .    Are the Strategic Stars Aligned for YourCorporate Brand? 109     Torment Your Customers (They’ll Love It) 127 Boost Your Marketing ROI withExperimental Design 143    About the Contributors 165Index 171ContentsviiHBR033chfm 1/16/02 3:01 PM Page viiHarvardBusinessReviewHBR033chfm 1/16/02 3:01 PM Page ixHBR033chfm 1/16/02 3:01 PM Page xThis Page Intentionally Left Blank[...]... Review on Compensation Harvard Business Review on Corporate Governance Harvard Business Review on Corporate Strategy Harvard Business Review on Crisis Management Harvard Business Review on Culture and Change Harvard Business Review on Customer Relationship Management Harvard Business Review on Decision Making Harvard Business Review on Effective Communication Harvard Business Review on Entrepreneurship Harvard. .. series: Harvard Business Review Interviews with CEOs Harvard Business Review on Advances in Strategy Harvard Business Review on Brand Management Harvard Business Review on Breakthrough Leadership Harvard Business Review on Breakthrough Thinking Harvard Business Review on Business and the Environment Harvard Business Review on the Business Value of IT Harvard Business Review on Change Harvard Business Review. .. Entrepreneurship Harvard Business Review on Finding and Keeping the Best People Harvard Business Review on Innovation Harvard Business Review on Knowledge ManagementHBR033chfm 1/16/02 3:01 PM Page ii ing. And over the years, we’ve been able to convert peo-ple’s knowledge about the brand into a strong financialreturn. We’ve closed the gap and saved the Globetrottersbrand.When I took over the organization in August... theprior written permission of the copyright holder.The Harvard Business Review articles in this collection are available asindividual reprints. Discounts apply to quantity purchases. For informa-tion and ordering, please contact Customer Service, Harvard Business School Publishing, Boston, MA 02163. Telephone: (617) 783-7500 or (800) 988-0886, 8 A.M. to 6 P.M. Eastern Time, Monday through Friday.Fax:... tastes?With the current market conditions? With new trends asthey apply to your offering? Are your marketing deci-sions based on your knowledge of the above?The pricing strategy is based on consumers’ percep-tions of value. Have you optimized price, cost, andquality to meet or exceed customers’ expectations? Doyou have a system in place to monitor customers’ per-ceptions of your brand’s value? Have... tastes?With the current market conditions? With new trends asthey apply to your offering? Are your marketing deci-sions based on your knowledge of the above?The pricing strategy is based on consumers’ percep-tions of value. Have you optimized price, cost, andquality to meet or exceed customers’ expectations? Doyou have a system in place to monitor customers’ per-ceptions of your brand’s value? Have... in one category may not be quiteright for the same brand in another.5. The brand is consistent. Maintaining a strongbrand means striking the right balance between continu-ity in marketing activities and the kind of change neededMaintaining a strong brandmeans striking the rightbalance between continuityand change.The Brand Report Card 7HBR033ch1 1/16/02 3:02 PM Page 7 Harvard Business Review ... the long run. Brand equity mustbe carefully constructed. A firm foundation for brandequity requires that consumers have the proper depthand breadth of awareness and strong, favorable, andunique associations with the brand in their memory. Toooften, managers want to take shortcuts and bypass morebasic branding considerations—such as achieving thenecessary level of brand awareness—in favor of concen-trating... thestands. We don’t do anything that would embarrass amom and dad who’ve brought their kids to a game.Many people still don’t believe that our guys play top-level basketball. That’s something we have to work on 32 JacksonHBR033ch2 1/16/02 3:03 PM Page 32 Harvard Business Review HBR033chfm 1/16/02 3:01 PM Page ix HBR033chfm 1/16/02 3:01 PM Page ivThis Page Intentionally Left Blank... and professionals thefundamental information they need to stay competitive in a fast-moving world. From the preeminent thinkers whose work has definedan entire field to the rising stars who will redefine the way we thinkabout business, here are the leading minds and landmark ideas thathave established the Harvard Business Review as required reading forambitious businesspeople in organizations around . PerformanceHarvard Business Review on Mergers and AcquisitionsHarvard Business Review on Negotiation and Conflict ResolutionHarvard Business Review on NonprofitsHarvard. on Business and the EnvironmentHarvard Business Review on the Business Value of ITHarvard Business Review on ChangeHarvard Business Review on CompensationHarvard
- Xem thêm -

Xem thêm: Harvard Business Review on Marketing.pdf, Harvard Business Review on Marketing.pdf, Harvard Business Review on Marketing.pdf

Từ khóa liên quan