Blackwell UK
Kellogg on Branding
The Marketing Faculty of the Kellogg School of Management
Tybout, Alice M., Calkins, Tim
A.M. Tybout, Tim Calkins
ISBN: 9780471690160
Format: Hardback
Publisher: John Wiley and Sons Ltd
Also available as an eBook
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… More
RRP £22.99
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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.
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