Kellogg on Branding

The Marketing Faculty of the Kellogg School of Management

Alice M. Tybout, Tim Calkins

334 pages, parution le 09/11/2005

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Résumé

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.

L'auteur - Alice M. Tybout

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.

L'auteur - Tim Calkins

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.

Sommaire

Foreword by Philip Kotler
Preface (Alice M. Tybout and Tim Calkins)
Acknowledgments
Introduction: The Challenge of Branding (Tim Calkins)
Key Branding Concepts
Strategies for Building and Leveraging Brands
From Strategy to Implementation
Branding Insights from Senior Managers
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Alice M. Tybout, Tim Calkins
Parution	09/11/2005
Nb. de pages	334
Format	15,5 x 23,5
Couverture	Relié
Poids	541g
Intérieur	Noir et Blanc
EAN13	9780471690160
ISBN13	978-0-471-69016-0