cycle -- Global strategies -- Relationship building strategies -- Brand strategies -- Building brand and

-- Managing R & D projects -- Open innovation and technology transfer -- Product and brand strategy -- New

brand equity, influencing behavior, and being accountable -- Facilitating the success of new brands

strategy -- Cases for Part III -- pt. IV. Market-driven program development -- 9. Strategic brand

and web 2.0? -- Can you control your brand, or just share it? -- Using social media to reach the right

-Slices Innovations -- Origin's i-brand -- Precommercialisation: Research and Development -- The i-brand of Origin

persuasion -- Advertisement memories and brand linkage -- Exposing the consumer to the advertising: media

Marketing communication builds brands -- Brands and brand relationships -- Touch points: brand

7. International product and brand management -- Lesson 7.1. International product strategies

. Strategic brand management -- Ch. 10. Value-chain strategy -- Ch. 11. Pricing strategy and management -- Ch

: making your communications brand-friendly -- Triggering your message to achieve change -- Adapting your

corporate brand. Enron? WorldCom? Try Rome, whose rise and fall carry a moral that lingers to this day for