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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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Rethinking Marketing (Spanish version)
Rust, Roland T.; Moorman, Christine; Bhalla, GauravArticle HBS-R1001FMarketinghow to manage corporate transformation, what we understand about personal resilience, whether the United States can reclaim its leadership role in innovation and invention, and how executives in strategy and marketing are reconceiving the work they do.Starting at €8.20