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dd4 BRANDING David Aaker & E. Joachimsthaler, “ Global Brands”, Brand Leadership (Free Press, 2001) IX. PRICING STRATEGY John Gourville & D. Soman, “Pricing and the Psychology of Consumption”, HBR, September 2002 Peter Costa, D. Harned & J. Lundquist, “Rethinking the Aviation Industry”, McKinsey Quarterly, 2002 Wendy Zellner, “American’s Latest Test Flight”, BusinessWeek, Dec. 2, 2002 X. INTEGRATED COMMUNICATIONS Michael Zeisser, “Marketing in a Post-TiVo World”, McKinsey Quarterly, 2002 Renee Dye, “The Buzz on Buzz”, HBR, Nov – Dec 2000 XI. MARKETING PLANNING Eric Siegel, B. Ford & J. Bornstein, “Marketing Plan”, The Ernst & Young Business Plan Guide (Wiley) 5 CASE LIST 9-603-002 Frances Frei, Abercrombie & Kent, HBS, 2002 9-501-010 John Deighton, Hilton HHonors Worldwide: Loyalty Wars, HBS, 2001 9-503-004 John Gourville, GolfLogix: Measuring the Game of Golf, HBS, 2002 9-595-026 Kasturi Rangan, Citibank: Launching the Credit Card in Asia Pacific (A), HBS, 1997 9-502-022 Kasturi Rangan, Dell-New Horizons, HBS, 2002 9-501-017 Susan Fournier, Pokémon: Gotta Catch ‘Em All, HBS, 2001 N.A. Francoise Simon, Gleevec: Success By Design in Oncology, Columbia Business School, 2002 9B 00A019 Paul Beamish, The Global Branding of Stella Artois, Ivey School of Business/U.
Approximate Word count = 707
Approximate Pages = 2.8
(250 words per page double spaced)
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