TY  - BOOK
AU  - Fallon,Pat
AU  - Senn,Fred
TI  - Juicing the orange: how to turn creativity into a powerful business advantage 
SN  - 1591399270
AV  - HF5415 .F27 2006
U1  - 658.8/02 22
PY  - 2006///
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - Marketing
KW  - Creative ability in business
KW  - Product management
N1  - Includes bibliographical references (p. [201]-206) and index; Redefining creativity in today's marketing environment -- Outpacing the commoditization of your brand: how the right emotional connection freed Citibank from the commodity trap -- Fighting for your brand's voice: how United Airlines stayed connected with its core customers through multiple crises -- Establishing and leveraging a category advantage: how a catchphrase captured the category for Holiday Inn Express -- Overcoming a serious branding problem: how Skoda UK rescued its brand from public ridicule Reviving a mature consumer brand: how a relic from the corporate attic revived Lee Jeans -- Reenergizing a mature business brand: how EDS emerged from B2B brand obscurity -- Choosing the best media for the message: How BMW reached drivers on their own turf-the Internet -- Marketing a network of businesses under one brand: how the Islands of Bahamas reorganized as a brandable destination -- Rethinking customer engagement: why share of market no longer depends on share of voice -- Lessons learned: how to juice your environment for creativity
UR  - http://catdir.loc.gov/catdir/toc/ecip065/2005036310.html
ER  -