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

ISBN-10: 1591399270
ISBN-13: 9781591399278
Edition: 2006
Authors: Pat Fallon, Fred Senn
List price: $26.95 Buy it from $1.49
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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: 1.430
Language: English

Marketing

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

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