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Academic Journal

Financial engineering can destroy brands, but there is a way forward.

Authors : LIGHT, LARRY

Subjects: FINANCIAL engineering; HORTICULTURAL exhibitions; PRODUCT management

Source: Journal of Brand Strategy; Summer2020, Vol. 9 Issue 1, p18-26, 9p

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Periodical

COLA WARS ON THE MEAN STREETS.

Authors : Greising, David; Light, Larry

Subjects: *MARKETING; COLA drinksPEPSICO Inc. 001287762 PEPSICO Inc. PEPSICO Inc. 001287762 001287762 PEPSICO Inc. 001287762 PEP; COCA-Cola Co. 003296175 COCA-Cola Co. COCA-Cola Co. 003296175 003296175 COCA-Cola Co. 003296175 KO

Source: BusinessWeek. 08/03/98, Issue 3589, p78-79. 2p. 1 Color Photograph.

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Periodical

The Great Hyped Way.

Authors : Light, Larry

Subjects: *ADVERTISING campaigns; *LICENSE agreements; *MARKETINGNEW York (State); NEW York (N.Y.); UNITED States

Source: BusinessWeek. 05/03/99, Issue 3627, p131-135. 2p. 2 Color Photographs.

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Periodical

What High-Tech Managers Need to Know About Brands.

Authors : Ward, Scott; Light, Larry; Goldstine, Jonathan

Subjects: PRODUCT management; HIGH technology; SLOGANS

Source: Harvard Business Review; Jul/Aug1999, Vol. 77 Issue 4, p85-95, 11p, 1 Black and White Photograph

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Periodical

Executive Profiles.

Authors : Light, Larry

Subjects: *EXECUTIVES; *MARKETING; *RESTAURANTSMCDONALD'S Corp. MCDONALD'S Corp. MCDONALD'S Corp. MCDLIGHT, Larry

Source: Nation's Restaurant News. 4/11/2005 Supplement, p40-42. 2p.

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Academic Journal

Brand journalism: How to engage successfully with consumers in an age of inclusive individuality.

Authors : LIGHT, LARRY

Subjects: CONTENT marketing; BRAND name products; CONSUMER behavior

Source: Journal of Brand Strategy; Summer2014, Vol. 3 Issue 2, p121-128, 8p

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Academic Journal

How organisations manage global brands in an increasingly local world.

Authors : LIGHT, LARRY

Subjects: SENIOR leadership teams; INDUSTRIAL management; MATRIX organization

Source: Journal of Brand Strategy; Autumn/Fall2013, Vol. 2 Issue 3, p228-235, 8p

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Periodical

MARKETING MWREICS: FRIEND OR FOE?

Authors : Light, Larry

Subjects: *MEASUREMENT; *MARKETING; *PACKAGING

Source: Brand Packaging. Jul2010, Vol. 14 Issue 6, p14-16. 3p. 1 Illustration.

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Periodical

Superchic.

Authors : Light, Larry

Subjects: *SPECULATION; *PRICE-earnings ratio; *MARKETINGAMERICAN Apparel Inc. AMERICAN Apparel Inc. AMERICAN Apparel Inc. APP

Source: Forbes. 2/11/2008, Vol. 181 Issue 3, p116-116. 1p. 1 Graph.

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Periodical

Just Wild About Harry Potter.

Authors : Capell, Kerry; Light, Larry; Palmer, Ann Therese

Subjects: *MARKETING; POTTER, Harry (Fictional character); CHILDREN'S literatureSCHOLASTIC Inc. 001503580 SCHOLASTIC Inc. SCHOLASTIC Inc. 001503580 001503580 SCHOLASTIC Inc. 001503580 SCHL

Source: BusinessWeek. 08/09/99, Issue 3641, p54-54. 1p. 1 Color Photograph.

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