Contains articles previously published in the Harvard business review.

Includes bibliographical references and index.

Brand Report Card by Kevin Keller Bringing a Dying Brand Back to Life by Manny Jackson How to Fight a Price War by Rao et al. Contextual Marketing by David Kenny and John Marshall The Lure of Global Branding by David Aaker and Erich Joachimsthaler Are the Strategic Stars Aligned for Your Corporate Brand? by Mary Jo Hatch and Majken Schultz Torment Your Customers (They'll Love It) by Stephen Brown Boost Your Marketing ROI with Experimental Design by Eric Almquist and Gordon Wyner

The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe. A first-time collection of the old classics and best new thinking on marketing, these articles provide a diverse look at marketing, including global branding, one-to-one marketing, and how to manage buzz.