This is a classic
Reviewer: A reader from Silver Springs, MD USA
I found this collection of articles to be a very helpful business tool day to day. Nice to have in eBook form on your PC, so you can go back and reference it from time to time. The pages render quite well on the screen and its easier to navigate from article to article. I also use the annotation tool to save certain phrases for reminders. Worth the $$ for this one.
Here are some of the articles in this eBook: Building Brands Without Mass Media by Erich Joachimsthaler and David A. Aaker, Brands vs. Private Labels: Fighting to Win by John A. Quelch and David Harding, How Do You Grow a Premium Brand? by Regina Fazio Maruca, Should You Take Your Brand to Where the Action Is? by David A. Aaker, Extend Profits, Not Product Lines by John A. Quelch and David Kenny, The Logic of Product-Line Extensions Perspectives from the Editors, Can This Brand Be Saved, by Regina Fazio Maruca, Your Brand's Best Strategy by Vijay Vishwanath and Jonathan Mark