Average customer rating:
- An ok book, in great condition.
- unfortunatly outdated
- Outdated
- Pass on this... trust me (practicing Brand Manager)
- Great book for reading.
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Harvard Business Review on Brand Management (Harvard Business Review Paperback Series)
Erich Joachimsthaler ,
David A. Aaker ,
John Quelch ,
David Kenny ,
Vijay Vishwanath , and
Mark Jonathan
Manufacturer: Harvard Business School Press
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Binding: Paperback
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Harvard Business Review on Marketing
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ASIN: 1578511445 |
Book Description
Leading Minds and Landmark Ideas In An Easily Accessible Format
From 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 Management provides the latest strategies for maximizing the value of your brands and products. A Harvard Business Review Paperback.
Download Description
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.
Customer Reviews:
An ok book, in great condition........2006-11-10
The content was a bit to general for my purposes, but nonetheless, it offers some good advise on branding.
unfortunatly outdated.......2006-10-21
Nice package (as usual with HRR) but articles are VERY outdated (late '90). I do not recommend it.
Outdated.......2006-06-05
This book is truly outdated, don't bother to read it. Today it does not add anything to brand management. Most articles concentrate on arguments against line extensions but do it in a superficial way. It is easy to read but very light and almost totally commonsensical. The only part that I like in the book was the case of a shampoo that lagged appeal over time on which a couple of experts offered different solutions. This demonstrates what students often don't understand about case teaching: That there is no single "solution".
Pass on this... trust me (practicing Brand Manager).......2005-08-11
Really disappointed in this offering from HBR. I was tempted to give a single star rating, but feel that someone just looking for a few cases to amuse themself may find this book suitable. While I often purchase cases and articles from HBS, these selections are outdated and lack in shedding light on contemporary branding issues; you can get a better cross-section of cases by going directly to the case site. I guess HBR just wanted to cash in on the 'branding' buzz- unfortunately this is no way to steward their own brand.
Great book for reading........2005-07-21
Writing style of book is good. Topics are covered quite nice.
Book Description
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. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe.
A first-time collection of the old classics and best new thinking on marketing. The articles provide a diverse look at marketing, including global branding, one-to-one marketing, and how to manage buzz.
Customer Reviews:
Act act act and don't look back :-).......2007-01-09
Have obtained a degree at a Harvard Business School partner organization and that's why I have bought loads of Harvard Business Essentials.
Just to put you in the picture: these books are essential for my development....
Basic, Yes, But Invaluable.......2004-09-15
I read this book when it was first published in 1999 and recently re-read it, curious to see how well it has held up during the past five years. I think it has done so to a remarkable extent, with my only regret being that Theodore Levitt's "Marketing Myopia" is not included among the selections. This is one in a series of several dozen volumes which comprise the "Harvard Business Review Paperback Series." Each offers direct, convenient, and inexpensive access to the best thinking on the given subject in articles originally published by the Harvard Business Review. I strongly recommend all of the volumes in the series. The individual titles are listed at this Web site: www.hbsp.harvard.edu. The authors of various articles are among the world's most highly regarded experts on the given subject. All of the volumes have been carefully edited. An Executive Summary introduces each selection. Supplementary commentaries are also provided in most of the volumes, as is an "About the Contributors" section which usually includes suggestions of other sources which some readers may wish to explore.
In this volume, we are provided with a variety of perspectives on marketing: Keller's on "the brand score card," Jackson's on bringing a dying brand back to life, Rao/Bergen/Davis' on how to fight a price war, Kenny and Marshall's on "contextual marketing" (i.e. "the real business of the Internet"), Aaker and Joachimsthaler's on the "lure" of global branding, Hatch and Schultz' on getting corporate strategy and branding in alignment, Brown's on "tormenting" customers, and Almquist and Wyner's on how to increase the ROI on marketing with experimental design. Quite true, some of the material is dated and inevitably so, given the elapsed time since the articles were published in the Harvard Business Review. However, in my opinion, the principles advocated and the core strategies recommended remain relevant to the contemporary marketplace.
For about the cost of breakfast in an upscale Manhattan restaurant, each volume in this series provides an intellectual feast. It remains for each reader to determine, of course, which of the volumes will be most nutritious to her or his appetite.
A Collection of the best articles from the HBR magazine........2003-10-23
There are now over 20 books in this Harvard Business Review series. All the books are compilations of the best articles from the Harvard Business Review magazine. This book is one of the best books in the series for the quality, relevance, and usefulness of the articles selected for inclusion.
The eight articles selected for this book are 'The Brand Report Card', 'Bringing a Dying Brand Back to Life', 'How to Fight a Price War', 'Contextual Marketing: The Real Business of the Internet', 'The Lure of Global Marketing', 'Are the Strategic Stars Aligned for Your Corporate Brand', 'Torment Your Customers (They'll Love It), and 'Boost Your Marketing ROI with Experimental Design'.
My favorite article was the first one 'The Brand Report Card'. This article in just a few pages cuts to the core of how to evaluate the strength of your brand using a very logical approach.
The article on Contextual Marketing about the Internet is very interesting since it was written in late 2000 and makes predictions about how the Internet will change by the end of 2003 to 2005. But even the basic predictions haven't come true regarding how ubiquitous the authors predict the Internet will become. Yes, we have access to the Internet through wireless devices but they are not very profitable for businesses right now. Of course, the current economic conditions are influencing the predictions quite significantly.
Overall, this is indeed an excellent collection of articles relating to Marketing and the book is priced well since it is far more expensive to buy the same collection of articles directly from Harvard Business Review online (almost 5 times more expensive).
I have been reading several books on marketing over the last few years to apply in my small business and this book is one of the best I have read. It is less than 200 pages long and makes for a very quick yet powerful read. Enjoy reading and benefiting from the book!
Book Description
This collection of cutting-edge articles will help organizations understand how to build customer loyalty through unique relationship-building strategies such as partnerships, branding, and superlative customer service.
Customer Reviews:
Short, strategic and wise.......2006-11-10
It is a very short book that touches the essentials of CRM from the most wise prespective I have seen. Shows that the success in CRM depends only on the concepts described in this book and not on any IT system.
Customer service, not CRM.......2003-08-27
This Harvard Business Review title is not about Customer Relationship Management, but about customer service. If you are interested in Customer Service I must say there are at least 3 articles very useful and interesting. If you are searching for CRM, this is not going to fulfill your expetations
Brilliant and Eloquent Delineation of Basics.......2003-07-03
This is one in a series of several dozen volumes which comprise the "Harvard Business Review Paperback Series." Each offers direct, convenient, and inexpensive access to the best thinking on the given subject in articles originally published by the Harvard Business School Review. I strongly recommend all of the volumes in the series. The individual titles are listed at this Web site: www.hbsp.harvard.edu. The authors of various articles are among the world's most highly regarded experts on the given subject. Each volume has been carefully edited. An Executive Summary introduces each selection. Supplementary commentaries are also provided in most of the volumes, as is an "About the Contributors" section which usually includes suggestions of other sources which some readers may wish to explore.
Some of the most valuable benefits in this volume are provided by comprehensive charts which, all by themselves, are worth far more than the cost of the book. Here are a few examples.
* The Evolution and Transformation of Customers (page 4) and The Shifting Locus of Core Competencies (page 7): both are provided by C.K. Prahalad and Venkatram Ramaswamy.
* Are Your Retail Pillars Solid -- or Crumbling? (page 52): Leonard L. Berry identifies the major differences between inferior retailers from superior retailers.
* The Three Dimensions of Synchronization (page 90): Mohanbir Sawhney explains how any organization can present a single, unified face to the customer -- one that can change as market conditions warrant -- without imposing homogeneity on its people.
* One Destination, Five Roads (page 111) and Teams and Work Groups: It Pays to Know the Difference (page 123): Jon R. Katzenbach and Jason A. Santamaria explain how five practices followed by the U.S. Marine Corps enable it to outperform all other organizations in terms of "engaging the hearts and minds of the front line."
These and other charts are especially helpful whenever a reader wishes to review the key points in any of the eight essays, each of which provides cutting edge thinking and eminently practical advice. Although no bibliography is provided, those who wish to consult other sources need only read the About the Contributors section which will direct them to those sources.
CRM or customer service?.......2003-03-30
I bought this book willing to find essentials about CRM as a Philosophy as a System not by pieces. I cannot qualify this as a coherent book about CRM but as a compilation of eight articles of eight valuable authors writing about Relations with Customers not CRM as an integrated system of Human Resources, Technology and Philosophy into an organization's life. If you see this book as a group of articles gathered to give you different points of view about customers and service (not CRM) this is a good book, if you buy it considering the title "Customer Relationship Management" and "Harvard Business Review" it will not full your expectations.
Nevertheless I have to recommend the article written by Fournier, Dobscha and Mick about preventing the premature death of Relationship Marketing. Very interesting point of view.
Book Description
Many of today’s companies struggle with the task of delivering products customers when and where they want them. Using tactics from articles in this volume, any company can learn how to beat the competition, and stripping waste from each step in their value-delivery process.
Customer Reviews:
Great Read..........2007-06-22
I'm a 25 year Supply-Chain Manager in the USAF. I enjoyed reading this and relating to the changes in mind-sets in supply chain management. Logistics, Supply-Chain and Distribution managers have contributed to companies and the militaries success's or failure's...
Product review.......2007-06-08
Can't say much about this Because it wasn't for my personal use. It did arrive in timely manner though. Good job to the seller!
Good Read.......2007-03-23
This book is for an MBA class and as Harvard Business Cases are concerned there are some interesting factual articles in this Supply Chain Management review by Harvard.
Harvard Business Review on Supply Chain Management.......2006-11-07
I thought the book presented several interesting examples through eight papers covering various supply chain topics. Several of the papers have appendices with very useful information. This is a good book to take on a plane and read on one or two flights. But, subsequent research would be required to obtain the details necessary to actually implement the concepts.
Book Description
You invest considerable time and money in managing your sales force. And if your company’s like many, you’re finding it increasingly difficult to ensure handsome returns on your investment in sales. This concise volume gives you the insights you need—from the preeminent thinkers whose work has defined the field, to the rising stars who will redefine the way we think about business
Average customer rating:
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Seeking Customers (The Harvard Business Review Book)
Benson P. Shapiro
Manufacturer: Harvard Business School Press
ProductGroup: Book
Binding: Hardcover
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Keeping Customers (The Harvard Business Review Book)
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Managing Customers as Investments: The Strategic Value of Customers in the Long Run
ASIN: 0875843328 |
Book Description
In an increasingly complex and competitive business environment, having a goundbreaking new product is no longer a guarantee of success. Seeking Customers explores major changes in the process of identifying and attracting profitable customers, and brings new clarity to the critical relationships among selling, understanding customers, sales force management, distribution, pricing, marketing, and above all, account selection. The book goes far beyond the popular rhetoric of market orientation and customer relationships to argue that effective selling is a dynamic process that demands the commitment of the entire company. Outstanding Harvard Business Review authors such as Rowland Moriarty, Frank Cespedes, Stephen Doyle, Benson Shapiro, and Thomas Bonoma offer original insights and practical guidelines to help managers recognize and meet the challenges of selling today. Together with its companion volume, Keeping Customers, the book will provide managers with the essential tools for attracting customers and forging long-term relationships. A Harvard Business Review Book.
Customer Reviews:
Not much new here.......2000-04-09
Keep your subscription to the Harvard Business Review, but don't buy this book. Shapiro doesn't add much with his dribble of dabbling comments, and his preachy tone gets to be a bit much at times. If you haven't regularly been reading the HBR, or need some introduction to this area, this book is not bad for an introduction or subject review, though.
Book Description
Growth is at the top of every company’s agenda, and managers are expected to deliver regardless of external factors like the economy or the competition. This guide addresses pressing growth challenges today’s CEOs and senior managers face, and offers insights and strategies for how to find new opportunities in customer segments, partnerships and acquisitions, and more.
Book Description
PR disasters. Clashes between global managers. Faulty products. This guide helps marketers learn to navigate when the environment or the product starts to sour.
These thought-provoking guides present common managerial dilemmas and offer concrete advice from experts on how to resolve them—and help managers improve their own decision-making skills by encouraging them to come to their own conclusions.
Book Description
The 1990s are being coined the decade of the customer, implying that greater attention to the customer's needs and perceptions is necessary to stay competitive. But Keeping Customers clearly illustrates that being customer-oriented is a more complex matter than simply beefing up customer service. It is a dynamic process that requires a set of interconnected management actions, implemented over time, to continually build and enhance relationships with customers as their demands evolve. A leading group of Harvard Business Review authors, including practitioners and analysts, illuminates key principles in building quality and service into a competitive package that increases value for the customer without sacrificing company profits. The book provides a provocative and comprehensive approach to an increasingly vital topic, and together with its companion volume, Seeking Customers, offers invaluable guidelines for achieving long-term profitability. A Harvard Business Review Book.
Average customer rating:
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Business and Its Public (Harvard Business Review Executive Book Series)
Manufacturer: John Wiley & Sons Inc
ProductGroup: Book
Binding: Hardcover
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ASIN: 0471887498 |
Books:
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- History: Fiction or Science? (Chronology, No. 1)
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- How to Start a Magazine
- Indoor/Outdoor Team Building Games For Trainers: Powerful Activities From the World of Adventure-Based Team Building and Ropes Courses
- Interest Rate Models - Theory and Practice: With Smile, Inflation and Credit (Springer Finance)
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