Marketing

A Mind for Brand Extensions
Larry Yu
Summer 2008, Reprint 49404

A Plan to Invent the Marketing We Need Today
Yoram (Jerry) Wind
Summer 2008, Reprint 49411

How to Market to Generation M(obile)
Fareena Sultan and Andrew J. Rohm
Summer 2008, Reprint 49412

What the Media Is Really Telling You About Your Brand
Grahame Dowling and Warren Weeks
Spring 2008, Reprint 49311

Harnessing the Power of the Oh-So-Social Web
Josh Bernoff and Charlene Li
Spring 2008, Reprint 49301

Giving Customers a Fair Hearing
Anthony W. Ulwick and Lance A. Bettencourt
Spring 2008, Reprint 49314

When Consumers Go to Extremes
Larry Yu
Fall 2007, Reprint 49103

Measuring Brand Health to Improve Top-Line Growth
Julie Dexter Berg, John M. Matthews and Constance M. O'Hare
Fall 2007, Reprint 49113

A Strategic Perspective on Sales Promotions
Betsy D. Gelb, Demetra Andrews and Son K. Lam
Summer 2007, Reprint 48401

Overcoming Consumer Resistance to Innovation
Rosanna Garcia, Fleura Bardhi and Colette Friedrich
Summer 2007, Reprint 48419

Viewing Brands in Multiple Dimensions
Pierre Berthon, Morris B. Holbrook, James M. Hulbert and Leyland Pitt
Winter 2007, Reprint 48210

The Continuing Power of Mass Advertising
Paul F. Nunes and Jeffrey Merrihue
Winter 2007, Reprint 48213

Systems Marketing for the Information Age
John G. Singer
Fall 2006, Reprint 48118

Rethinking Consumer Boycotts
Richard Ettenson, N. Craig Smith, Jill Klein and Andrew John
Summer 2006, Reprint 47402

Throttling the Customer
David Wagner
Summer 2006, Reprint 47405

So You Think You Know Your Brand?
Dan Stiff
Summer 2006, Reprint 47416

Attractive By Association
Larry Yu
Winter 2006, Reprint 47202

When Manufacturers Go Retail
Kyle Cattani, Hans Sebastian Heese, Wendell Gilland and Jayashankar Swaminathan
Winter 2006, Reprint 47204

Taming the Volatile Sales Cycle
Robert B. Miller
Winter 2006, Reprint 47205

The Marketing Consequences of Competitor Lawsuits
Betsy D. Gelb and Darren Bush
Winter 2006, Reprint 47208