Juicing the Orange How to Turn Creativity into a Powerful Business Advantage

Name: Juicing the Orange How to Turn Creativity into a Powerful Business Advantage
Price: 3.33 USD
Availability: InStock
ISBN: 9781591399278

ISBN-10: 1591399270

ISBN-13: 9781591399278

Edition: 2006

Authors: Pat Fallon, Fred Senn

List price: $26.95

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Description:

Marketing

Book details

List price: $26.95
Copyright year: 2006
Publisher: Harvard Business Review Press
Publication date: 8/1/2006
Binding: Hardcover
Pages: 228
Size: 6.75" wide x 9.50" long x 1.00" tall
Weight: 1.188
Language: English



Acknowledgments



Redefining Creativity in Today's Marketing Environment



Outpacing the Commoditization of Your Brand: How the Right Emotional Connection Freed Citibank from the Commodity Trap



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



Reviving a Mature Consumer Brand: How a Relic from the Corporate Attic Revived Lee Jeans



Reenergizing a Mature Business Brand: How EDS Emerged from B2B Brand Obscurity



Choosing the Best Media for the Message: How BMW Reached Drivers on Their Own Turf-the Internet



Marketing a Network of Businesses Under One Brand: How the Islands of the Bahamas Reorganized as a Brandable Destination



Rethinking Customer Engagement: Why Share of Market No Longer Depends on Share of Voice



Lessons Learned: How to Juice Your Environment for Creativity


Notes


Index


About the Authors