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Juicing the orange: how to turn creativity into a powerful business advantage

Author: Fallon, Pat ; Senn, FredPublisher: Harvard Business School Press, 2006.Language: EnglishDescription: 228 p. : Graphs/Ill./Photos ; 25 cm.ISBN: 1591399270Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.135 .F35 2006
(Browse shelf)
900231633
Available 900231633
Book Europe Campus
Main Collection
Print HF5415.135 .F35 2006
(Browse shelf)
001177769
Available 001177769
Total holds: 0

Includes bibliographical references and index

Digitized

Juicingthe orange Acknowledgments vii Redefining Creativity in Today's Marketing Environment Outpacing the Commoditization of Your Brand How the Right Emotional Connection Freed Citibank from the Commodity Trap 23 Fighting for Your Brand's Voice How United Airlines Stayed Connected with Its Core Customers Through Multiple Crises Establishing and Leveraging a Category Advantage How a Catchphrase Captured the Category for Holiday Inn Express Overcoming a Serious Branding Problem How Skoda UK Rescued Its Brand from Public Ridicule 73 Reviving a Mature Consumer Brand How a Relic from the Corporate Attic Revived Lee Jeans Reenergizing a Mature Business Brand How EDS Emerged from 8 2 8 Brand Obscurity Choosing the Best Media for the Message How BMW Reached Drivers on Their Own Turf-the internet 125 Marketing a Network of Businesses Under One Brand How the islands of the Bahamas Reorganized as a Brandable Destination 147 Rethinking Customer Engagement Why Share of Market No Longer Depends on Share of Voice 163 u,m. EPeuen Lessons Learned How to Juice Your Environment for Creativity 185 Notes Index About the Authors

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