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Defeating Feature Fatigue (Spanish version)
Rust, Roland T.; Thompson, Debora Viana; Hamilton, Rebecca W.Article HBS-R0602EMarketingmaximizing the net present value of the typical customer's profit stream. The authors also advise companies to build simpler products, help consumers learn which products suit their needs, develop products that do one thing very well, and design market research in which consumers use actual products or prototypes.Starting at €8.20
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Talk About Brand Strategy (Spanish version)
Mizik, Natalie; Jacobson, RobertArticle HBS-F0510JMarketingCommunicating your brand strategy to the financial community can boost share price, say Columbia Business School's Natalie Mizik and University of Washington Business School's Robert Jacobson.Starting at €8.20