WHEN MARKETING BECOMES A MINEFIELD

Author: Bronwyn Fryer
Publisher: Not available
Publish Date: 2004-07-01
Features: When the good times are rolling, marketing is exciting and rewarding. When trouble hits, things can turn ugly. What would you do if: one of your customers was severely injured by what could be a faulty product; overexposure threatened to kill a top product's momentum; or a global manager clashed with headquarters about a new product's potential overseas? From PR disasters to critical product decisions, this guide will help managers learn to navigate when the environment changes or the product starts to fizz.
Series Description: When facing a difficult management challenge, wouldn't it be great if you could turn to a panel of experts to help guide you to the right decision? Now you can, with books from the Management Dilemmas series. Drawn from the pages of Harvard Business Review, each insightful guide poses a range of familiar and perplexing business situations and shares the wisdom of a small group of leading experts on how each of them would resolve the problem. Engagingly written, these interactive, solutions-oriented collections allow readers to match wits with the experts. They are designed to help managers hone their instincts and problem-solving skills to make sound judgment calls on everyday management dilemmas.