当市场充满危机时(哈佛商业评论系列)WHEN MARKETING BECOMES A MINEF HAR
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作者： 本社 编
出 版 社： Harvard Business School Press
出版时间： 2004-4-1字数：版次：页数： 186印刷时间：开本：印次：纸张： 胶版纸I S B N ： 9781591395058包装： 平装内容简介
One of your products injures out of control a celebrity's child, and the media frenzy spirals
The CFO's plan for tiered pricing runs counter to the company founder's ideals
You can either license a property for long-term gain or maximize sales beforeinterest fizzles out
Your CMO wants to implement a global brand-building strategy, but your com-pany has always believed in customized local management
Your customers don't want an innovation that a consultant insists you should pursue Public criticism over a sporting event calls your corporate sponsorship into
question。
目录
Introduction
When NONews ls Good News
Are Some Customers More EqualThan Others?
License to Overkill
The Global Brand Face-off
The Quality lmprovement Custormers Didn t Want
Keeping to the Fairway
About the Contrbutons
