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BEST PRACTICE - Defensive Marketing: How a Strong Incumbent Can Protect Its Position - Facing deregulation, the Australian telephone company Telstra developed a marketing strategy...
Roberts, John H. - In: Harvard business review : HBR (2005), pp. 150-157
Persistent link: https://www.econbiz.de/10005920101
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Strategy Tools for a Shifting Landscape - Reinvent how you develop strategy by writing a script to describe the characters, roles, and plots in your business. A three-step process...
Rust, Roland T; Moorman, Christine; Bhalla, Gaurav - In: Harvard business review : HBR (2010), pp. 76-86
Persistent link: https://www.econbiz.de/10008347787
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Rethinking Marketing - In the new interactive world, companies need to shift their focus from building brands to cultivating relationships.
Rust, Roland T; Moorman, Christine; Bhalla, Gaurav - In: Harvard business review : HBR (2010), pp. 94-102
Persistent link: https://www.econbiz.de/10008373751
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THE BIG IDEA - The Age of Customer Capitalism - The idea that the highest goal of corporations is to maximize shareholders' wealth is deeply flawed. That goal is impossible to sust...
Rust, Roland T; Moorman, Christine; Bhalla, Gaurav - In: Harvard business review : HBR (2010), pp. 58-67
Persistent link: https://www.econbiz.de/10008395242