Title:
Harvard business review case studies : marketing through minefields.
Author:
Harvard Business School Publishing Corporation.
ISBN:
9781422199923
Publication Information:
Boston, Mass. : Harvard Business Press, c2008.
Physical Description:
187 p. ; 21 cm.
Series:
The HBR case studies series
Contents:
When no news is good news / Bronwyn Fryer -- Are some customers more equal than others? / Paul F. Nunes and Brian A. Johnson -- License to overkill / Paul F. Nunes -- The global brand face-off / Anand P. Raman -- The quality improvement customers didn't want / Dawn Iacobucci -- Keeping to the fairway / Thomas J. Waite.
Abstract:
"Marketers today face growing expectations, but still must answer the same basic question: How can you offer customers what they really want? Explore the key issues for yourself through this collection of the most popular Harvard Business Review cases on the topic. See how leading experts from across the business spectrum would solve problems like these, then form your own opinion."--BOOK JACKET.
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