The Brand Report Card 1
  
Bringing a Dying Brand Back to Life 25
 
How to Fight a Price War 41
 . ,  . ,   
Contextual Marketing:
The Real Business of the Internet 69
    . 
The Lure of Global Branding 87
 .    
Are the Strategic Stars Aligned for Your
Corporate Brand? 109
     
Torment Your Customers (They’ll Love It) 127
 
Boost Your Marketing ROI with
Experimental Design 143
    
About the Contributors 165
Index 171
Contents
vii

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