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Marketing Management  

Current Issue
Nov/Dec 2008

Features
Holding a Mirror Up to Marketing
Unilever’s global campaign for Dove shows how excellent marketing makes a difference in the world by addressing important problems.
By John A. Quelch and Katherine E. Jocz

The CEO’s Marketing Manifesto
To get the attention of the CEO, marketers must become more strategic, more cross-functional and more bottom-line oriented.
By Nirmalya Kumar

Two Paths to Luxury
Differentiation comes from providing affordable luxury by competing on price for high-priced products and quality for low-priced products.
By Ming-Hui Huang and Roland T. Rust

The Voice of the Customer
Organizations don’t have to fall short when it comes to leveraging insights drawn from the voice of the customer.
By D. Randall Brandt

Columns
Marketing That Works 
Do Financial Metrics Stifle Marketing Creativity?
by Gordon A. Wyner

On Brands and Branding 
Binding Up Brands in Silos 
by Don E. Schultz

Customer Bonding 
Unlocking Loyalty by Lawrence A. Crosby

Case in Point 
Defending a 100-Year Brand
by Kent D. Seltman and Leonard L. Berry

Departments

Leadership Journey
Leadership Lessons of Theodor Seuss Geisel
by William B. Locander and David L. Luechauer

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