Harward Business Review on Marketing

Featuring all-star names in marketing such as David Aaker and Kevin Keller, this dynamic collection of articles provides a diverse look a the field of marketing. From global branding to managing buzz, this indispensable volume will help managers plan and implement strategic marketing programs. The series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. From preeminent thinkers whose work has defined an entire field to the rising stars who will define the way we think about business, here are the leading minds and landmark ideas that have established the Harward Business Review as required reading for ambitious businesspeople in organizations around the globe.