Harvard Business Review on Brand Management (Harvard Business Review Paperback Series)
Series: Harvard Business Review Paperback
Publisher: Harvard Business School Press
Published: August 1999
Language: eng
Format: Paperback
Number of pages: 204
ISBN-13: 9781578511440
Subjects: Business strategy; Management & management techniques; Sales & marketing; Marketing - General; Brand name products; Product Management; Business & Economics; Business / Economics / Finance; Management - General; Business/Economics; Advertising & Promotion
First sentence: COSTS, MARKET FRAGMENTATION, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing.