First Friday Book Synopsis

JUNE 21, 2011

Here is an excerpt from an article written by David Aaker for the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * Almost 50 years ago Ernest Dichter, the father of motivation research, [.].

Dichter 80

Dichter Aaker Media Review 80

Tanveer Naseer

MARCH 18, 2011

Brand # marketing in social media – Coffee House # Book Review: “Wikibrands&# [link] #. RT @ smaxbrown : Author Jennifer @ Aaker of The Dragonfly Effect reveals how to get results by harnessing power of SM [link] #. Sudden Teamwork: The Voices of Success by @ KateNasser [link] # communication #leadership #.

Decisionmaking 112

Decisionmaking Aaker Gordon Review 112

Strategy Driven

SEPTEMBER 27, 2013

Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.

Aaker 64

Aaker Short-term Marketing Benchmarking 64

Harvard Business Review

JUNE 17, 2011

Almost 50 years ago Ernest Dichter , the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. The study was reported in a 1966 article in HBR. The message is so humorous or informative that it deserves sharing.

Dichter 16

Dichter Media Aaker Katz 16

Harvard Business Review

MAY 31, 2011

They inhibit brilliant silo-spanning marketing, cross-silo offerings, brand consistency over products and markets, disciplined organization-wide marketing resource allocation, and the development of marketing excellence centers for capabilities such as social media or events. Any others come to mind?

Brand 14

Brand Aaker Objective Team Building 14