当市场充满危机时(哈佛商业评论系列)WHEN MARKETING BECOMES A MINEF HAR 下载 网盘 kindle mobi 115盘 pdf pdb rtf

One of your products injures out of control a celebrity's child, and the media frenzy spirals

The CFO's plan for tiered pricing runs counter to the company founder's ideals

You can either license a property for long-term gain or maximize sales beforeinterest fizzles out

Your CMO wants to implement a global brand-building strategy, but your com-pany has always believed in customized local management

Your customers don't want an innovation that a consultant insists you should pursue Public criticism over a sporting event calls your corporate sponsorship into

question。

Introduction

When NONews ls Good News

Are Some Customers More EqualThan Others?

License to Overkill

The Global Brand Face-off

The Quality lmprovement Custormers Didn t Want

Keeping to the Fairway

About the Contrbutons

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书籍介绍

PR disasters. Clashes between global managers. Faulty products. This guide helps marketers learn to navigate when the environment or the product starts to sour. The thought-provoking guides present common managerial dilemmas and offer concrete advice from experts on how to resolve them - and help managers improve their own decision-making skills by encouraging them to come to their own conclusions.