ENGLISH

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

By Alice M. Tybout,Tim Calkins

Book information

Publisher
Wiley
ISBN
978-0471690160, 0471690163
Language
english
Format
EPUB
Filesize
1 MB (1460274 bytes)
Edition
1st edition / Retail
Pages
356\0
Topic
Business
Time added
2018-12-24 08:49:26
Business & Money / Marketing & Sales / Marketing /

Description

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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