TY  - BOOK
AU  - Fallon, Pat
AU  - Senn, Fred
TI  - Juicing the orange : how to turn creativity into a powerful business advantage
SN  - 1591399270
U1  - 658.802 
PY  - 2006///
CY  - Boston: 
PB  - Harvard Business School Publishing
KW  - best media for the message
KW  - brand's voice
KW  - business brand
KW  - consumer brand
KW  - creative ability in business
KW  - establishing and leveraging a category advantage
KW  - marketing
KW  - marketing a network
KW  - marketing environment
KW  - product management
KW  - rethinking customer engagement
KW  - serious branding problem
ER  -