La Respuesta Esta en las Preguntas: Obtenga Resultados Positivos Con Todos los Prospectos de su Negocio en Red = The Answer Is in the Question

Theodore Levitt, I. M. Levitt

Marketing Imagination: New, Expanded Edition

Since its publication in 1983, The Marketing Imagination has been widely praised as the classic, all-inclusive "Levitt on Marketing." Now Theodore Levitt -- renowned as the Harvard Business School's "guru of marketing" -- has newly expanded his original work to recap the developing globalization debate and to respond to his critics. He has also added his famed McKinsey Award-winning essay "Marketing Myopia," and included detailed accounts of how to maximize the product life cycle and achieve the delicate balance between innovation and imitation. As before, this new edition of The Marketing Imagination shows Levitt at his best -- sharp, knowledgeable, erudite, and, yes, as imaginative as ever.

Nancy Mingus

Alpha Teach Yourself Project Management in 24 Hours

A structured tutorial for learning how to organize, estimate, build and manage a complex project. -- Excellent use of the proven Teach Yourself in 24 Hours format, giving readers a one-hour lesson for each major portion of project management. -- Author is an experienced trainer and writer as well as an expert in software and other tool-based methods of project management. -- Covers the project in a chronological fashion going in-depth to each stage including the traditional and technical methods of tracking. Now you don't have to be an MBA or advanced specialist to learn the principles of project management. Alpha Teach Yourself Project Management in 24 Hours gives readers a lesson-by-lesson approach to learning the ins and outs of budgets, team-building and tracking. Recognizing that most projects are managed electronically or online today, the author also shows better and more efficient ways to track and achieve goals.

David A. Aaker

Managing Brand Equity: Capitalizing on the Value of a Brand Name

In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada ...