Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management

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9780471690160: Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes:

  • The latest thinking on key branding concepts, including brand positioning and design
  • Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio
  • Techniques for building a brand-centered organization
  • Insights from senior managers who have fought branding battles and won

This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

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From the Inside Flap:

Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned Kellogg School of Management at Northwestern University. Properly managed, brands can be a company's most valuable asset, creating lasting customer loyalty and preferences strong enough to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered in the book include:

  • Developing a compelling brand positioning
  • Extending an established brand
  • Strategically managing a brand portfolio
  • Building a brand-focused organization
  • Measuring brand value

The book includes chapters by respected marketing professors as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students.

About the Author:

ALICE M. TYBOUT is the Harold T. Martin Professor of Marketing and chairperson of the Marketing Department at the Kellogg School of Management. She is co-academic director of the branding program at Kellogg, the author of dozens of articles for marketing journals, and a consultant for leading companies.

TIM CALKINS is Clinical Associate Professor of Marketing at the Kellogg School of Management and co-academic director of the branding program at Kellogg. He consults with companies on both marketing strategy and branding issues. Previously, he was a marketing executive at Kraft Foods, where he managed brands including Miracle Whip, Parkay, and A.1. steak sauce.

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Editorial: John Wiley and Sons Ltd, United States (2005)
ISBN 10: 0471690163 ISBN 13: 9780471690160
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Descripción John Wiley and Sons Ltd, United States, 2005. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. This book includes the Foreword by renowned marketing guru. Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies.It includes: the latest thinking on key branding concepts, including brand positioning and design; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered organization; insights from senior managers who have fought branding battles and won. This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today s ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities. Nº de ref. de la librería AAH9780471690160

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Descripción John Wiley and Sons Ltd, United States, 2005. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. This book includes the Foreword by renowned marketing guru. Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies.It includes: the latest thinking on key branding concepts, including brand positioning and design; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered organization; insights from senior managers who have fought branding battles and won. This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today s ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities. Nº de ref. de la librería AAH9780471690160

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Editor: Alice Tybout; Editor: Philip Kotler (J. L. Kellogg Graduate School of Management, Northwestern Univ.); Foreword by: Philip Kotler ( )
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Alice Tybout,Tim Calkins
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Descripción John Wiley & Sons 2005-10-25, 2005. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-GRD-03060798

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