Library Catalog

Syndetics cover image
Image from Syndetics

Juicing the orange : how to turn creativity into a powerful business advantage / Pat Fallon and Fred Senn.

By: Fallon, Pat.
Contributor(s): Senn, Fred.
Material type: TextTextPublisher: Boston, Mass. : Harvard Business School Press, c2006Bibliography: Includes bibliographical references (p. [201]-206) and index.Description: ix, 228 p., [8] p. of plates : ill. (some col.) ; 25 cm.ISBN: 1591399270; 9781591399278.Subject(s): Marketing | Creative ability in business | Product managementDDC classification: 658.8/02 Online resources: Table of contents
Contents:
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 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.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Collection Call number Status Date due Barcode
Two Weeks Davenport Library Circulating Collection Print-Circulating 658.802 F193 2006 (Browse shelf(Opens below)) Available 34284003715679

Includes bibliographical references (p. [201]-206) and index.

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 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.

There are no comments on this title.

to post a comment.

Powered by Koha