PR disasters. Clashes between global managers. Faulty products. This guide helps marketers learn to navigate when the environment or the product starts to sour. These 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.
Table of contents:
Introduction When No News is Good NewsBronwyn FryerAre Some Customers More Equal Than OthersPaul F. Nunes and Brian A. JohnsonLicense to Overkill Paul F. NunesThe Global Brand Face-Off Anand P. RamanThe Quality Improvement Customers Didn't WantDawn IacobucciKeeping to the FairwayThomas J. WaiteAbout the Contributors Index
Table of contents:
Introduction When No News is Good NewsBronwyn FryerAre Some Customers More Equal Than OthersPaul F. Nunes and Brian A. JohnsonLicense to Overkill Paul F. NunesThe Global Brand Face-Off Anand P. RamanThe Quality Improvement Customers Didn't WantDawn IacobucciKeeping to the FairwayThomas J. WaiteAbout the Contributors Index