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Harvard Business Review on Reinventing Your Marketing

Un libro in lingua di Harvard Business Review (COR) edito da Perseus Distribution Services, 2011

  • € 18,30
  • Il prezzo è variabile in funzione del cambio della valuta d’origine

This volume collects articles originally published from 2000 to 2010 (with one from 1960) in Harvard Business Review on ways to reinvent marketing strategies. Business and marketing specialists from universities and industry in the US and Europe outline strategies such as moving from driving transactions to maximizing customer lifetime value by making products and brands subservient to customer relationships; focusing on customer needs rather than selling products; creating products or services for specific purposes; using a brand report card to assess alignment with traits shared by top brands; targeting female customers; creating a customer value proposition; creating brand communities; and ending the war between sales and marketing. They also describe how GE made marketing an operating function across the organization and Aflac's duck marketing strategy. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)

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