000			02268cam a22003494a 4500
001			u6217
003			SA-PMU
005			20210418124119.0
008			051213s2006 mauaf b 001 0 eng
010			_a 2005036310
040			_aDLC _beng _cDLC _dBAKER _dUKM _dC#P _dYDXCP _dOCLCQ _dYBM _dBTCTA _dCOO _dVP@ _dIG# _dLMR _dLVB _dSMP _dDEBBG _dOCLCQ _dOCL _dOCLCQ _dUKMGB _dTULIB _dBDX
020			_a1591399270
020			_a9781591399278
035			_a(OCoLC)62616016
042			_apcc
050	0	0	_aHF5415 _b.F27 2006
082	0	0	_a658.8/02 _222
100	1		_aFallon, Pat.
245	1	0	_aJuicing the orange : _bhow to turn creativity into a powerful business advantage / _cPat Fallon and Fred Senn.
260			_aBoston, Mass. : _bHarvard Business School Press, _cc2006.
300			_aix, 228 p., [8] p. of plates : _bill. (some col.) ; _c25 cm.
504			_aIncludes bibliographical references (p. [201]-206) and index.
505	0		_aRedefining 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.
650		0	_aMarketing.
650		0	_aCreative ability in business.
650		0	_aProduct management.
700	1		_aSenn, Fred.
856	4	1	_3Table of contents _uhttp://catdir.loc.gov/catdir/toc/ecip065/2005036310.html
942			_cBOOK
994			_aZ0 _bSUPMU
596			_a1 2
999			_c6277 _d6277