Radical marketing : from Harvard to Harley, lessons from ten that broke the rules and made it big / Sam Hill and Glenn Rifkin.
Material type: TextPublication details: New York, N.Y. : HarperBusiness, c1999.Edition: 1st edDescription: xviii, 277 p ; 21 cmISBN:- 0887309798 (pbk)
- HF5415.13 .H547 1999
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
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Books (30-Day Checkout) | Nash Library General Stacks | HF5415.13.H547 1999 | 1 | Available | 33710000848726 |
WAR, NEWBERY,
Preface: The Story Behind the Book -- Introduction: What Is Radical Marketing? -- Ch. 1. Getting to Radical -- Ch. 2. Nitty-Gritty of Radical Marketing -- Ch. 3. Grateful Dead: Building a Rock 'n' Roll Brand -- Ch. 4. Providian Financial: Mining Data for Gold -- Ch. 5. Harley-Davidson: The Deafening Roar of a Lifestyle Brand -- Ch. 6. Iams Company: Marketing a Mission, Remaking an Industry -- Ch. 7. National Basketball Association: Slam-Dunking a Global Market -- Ch. 8. Snap-on Tools: A Mobile Army of Dealers and Eight Decades of Brand Equity.