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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.
| ISBN | 0471690163 | | DEWEY edition | DC22 | | ISBN13 | 9780471690160
(What's this?) | | Pages | 352 | | Publisher | John Wiley and Sons Ltd | | Volumes | 1 | | Imprint | John Wiley & Sons Inc | | Weight (grammes) | 533 | | Format | Hardback | | Published in | New York | | Publication date | 25 Oct 2005 | | Height (mm) | 228 | | Writer of foreword | Philip Kotler | | Width (mm) | 163 | | Library of Congress | 2005007457 | | Spine width (mm) | 31 | | DEWEY | 658.827 | | Academic level | Professional / Scholarly |
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| | | Foreword by Philip Kotler | | | | | | Preface by Alice M. Tybout and Tim Calkins | | | | | | Introduction : the challenge of branding by Tim Calkins | | 1 | | Ch. 1 | | Brand positioning by Alice M. Tybout and Brian Sternthal | | 11 | | Ch. 2 | | Designing brands by Bobby J. Calder | | 27 | | Ch. 3 | | Brand meaning by John F. Sherry, Jr. | | 40 | | Ch. 4 | | Competitive brand strategies by Gregory S. Carpenter and Kent Nakamoto | | 73 | | Ch. 5 | | Brand extensions by Bridgette M. Braig and Alice M. Tybout | | 91 | | Ch. 6 | | Brand portfolio strategy by Tim Calkins | | 104 | | Ch. 7 | | Building brands through effective advertising by Brian Sternthal and Angela Y. Lee | | 129 | | Ch. 8 | | Relationship branding and CRM by Edward C. Malthouse and Bobby J. Calder | | 150 | | Ch. 9 | | Brand strategy for business markets by James C. Anderson and Gregory S. Carpenter | | 169 | | Ch. 10 | | Services branding by Amy L. Ostrum and Dawn Iacobucci and Felicia N. Morgan | | 186 | | Ch. 11 | | Branding in technology markets by Mohanbir Sawhney | | 201 | | Ch. 12 | | Building a brand-driven organization by Scott Davis | | 226 | | Ch. 13 | | Measuring brand value by Don E. Schultz and Heidi F. Schultz | | 244 | | Ch. 14 | | Using positioning to build a megabrand by Mark R. Goldston | | 275 | | Ch. 15 | | Marketing leverage in the frame of reference by Mark Shapiro | | 283 | | Ch. 16 | | Finding the right brand name by Carol L. Bernick | | 289 | | Ch. 17 | | Building global brands by Betsy Holden | | 297 | | Ch. 18 | | Branding and organizational culture by Gary A. Mecklenburg | | 304 | | | More... | | |
"...rich in stories...rich in insights" (The Economist, 26th November 2005)  Be the first to write a customer review
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