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
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Main Collection |
HF5415.135 .F35 2006
(Browse shelf) 900231633 |
Available | 900231633 | |||
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Europe Campus Main Collection |
HF5415.135 .F35 2006
(Browse shelf) 001177769 |
Available | 001177769 |
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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