The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow

Problems with high stakes, involving human perceptions and judgements, and whose resolutions have long-term repercussions, call for a rational approach to their solution. Strategic Decision Making provides an effective, formal methodology that gives assistance to such strategic level decision...

Affective events theory : a strategic perspective / Claire E. Ashton-James, Neal M. Ashkanasy -- Feelings about ethical decisions : the emotions of moral residue / Wilfred J. Zerbe -- When executives get angry : the importance of anger and its triggers to ethical awareness and sensitivity / Amy...