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Produktbeschreibungen
Kurzbeschreibung
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 and 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. It is a "Harvard Business Review" paperback.
Synopsis
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 and 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. It is a "Harvard Business Review" paperback.
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Einleitungssatz
COSTS, MARKET FRAGMENTATION, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
COSTS, MARKET FRAGMENTATION, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Lesen Sie die erste Seite
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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Kundenrezensionen
Die hilfreichsten Kundenrezensionen
2 von 20 Kunden fanden die folgende Rezension hilfreich
Format:Taschenbuch
In this book, I find more information about brand management. Its contents and writing are special and clear. I can easly understand what the writers want to teach.
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com:
12 Rezensionen
19 von 19 Kunden fanden die folgende Rezension hilfreich
Pass on this... trust me (practicing Brand Manager)
10. August 2005
Format:Taschenbuch
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.
18 von 21 Kunden fanden die folgende Rezension hilfreich
Insightful Perspectives
20. März 2002
Format:Taschenbuch
In this volume, one of a series of anthologies of articles previously published in the Harvard Business Review, we are provided with a variety of different perspectives on a single business subject. Here are the titles and their authors:
"Building Better Brands without Mass Media" (Joachimsthaler and Aaker)
"How Do You Grow a Premium Brand?" (Maruca)
"Should You Take Your Brand to Where the Action Is?" (Aaker)
"Extend Profits, Not Product Lines (Quelch and Kenny)
"The Logic of Product-Line Extensions" (Perspectives from the Editors)
"Can This Brand Be Saved?" (Maruca)
"Your Brand's Best Strategy" (Vishwanath and Mark)
Even if you do not recognize at least a few of the authors' last names, The Harvard Business Review's brand is of sufficient credibility to encourage you to purchase and read this book. I am especially impressed by the inclusion of "Executive Summaries" of key points in each of the articles. No brief commentary such as this can do full justice to the rigor and substance of the articles provided. It remains for each reader to examine the list to identify those subjects which are of greatest interest to her or him. My own opinion is that all of the articles are first-rate. For me, as previously indicated, one of this volume's greatest benefits is derived from sharing a variety of perspectives provided by several different authorities on the same general subject.
9 von 10 Kunden fanden die folgende Rezension hilfreich
Great for perspectives but not a full picture of branding
17. April 2003
Format:Taschenbuch
This is a great collection of thoughtful "perspectives" on brand related issues, some very thoughtful (e.g., the one on extending premium brands with Transition health clubs as the lynchpin) and others somewhat perplexingly dichotomous (e.g., a chapter on the perils of line extensions which is immediately succeeded by another on the logic of line extensions leaving the reader with no cogent framework for how to decide between the two).
The "book" is structured as a collection of essays, each of which takes up a case study with an actual company and then presents the views of several big-tyke experts about branding issues that the company was faced with. This makes it a fascinating read as a case study guide. An attempt to weave these scattered insights into a summary recommendation at the end of each essay, or at least some mention of what the client in question actually ended up doing, would have been even more useful. Sans such synoptic editing, this book ends up being little more than thought piece for the branding experts on some issues that pertain to corporate identity (and the marketing bottomline) but this is by no means a holistic branding reference as one of the other reviewers seemed to indicate.
All the same, I would still give it is a 4 star for its readability, for the breadth and the reality of the cases picked for discussion, and for the sharpness/relevance of the insights that went into discussing them. Should be a no-brainer of a buy if you are interested in the identity/advertising/marketing strategy industry in any way, especially as a real-world companion to any of Aaker's works.
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