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
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The Foreword by renowned marketing guru Philip Kotler sets thestage for a comprehensive review of the latest strategies forbuilding, leveraging, and rejuvenating brands. Destined to become amarketing classic, Kellogg on Branding includes chapters written byrespected Kellogg marketing professors and managers of successfulcompanies. It includes:

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

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

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From the Inside Flap:

Kellogg on Branding is an authoritative anthology of the latestinsights, theories, and practices revolutionizing branding from therenowned 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 toovercome intense competition and price differences. This book givesexecutives and managers the information they need to build strong,enduring, and profitable brands. Topics covered in the bookinclude:

  • 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 aswell as top industry executives, and cites examples from brands asdiverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo,palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg onBranding is an invaluable guide for marketing executives andmanagers, consultants, and students.

About the Author:

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

TIM CALKINS is Clinical Associate Professor of Marketingat the Kellogg School of Management and co-academic director of thebranding program at Kellogg. He consults with companies on bothmarketing strategy and branding issues. Previously, he was amarketing executive at Kraft Foods, where he managed brandsincluding Miracle Whip, Parkay, and A.1. steak sauce.

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Book Description John Wiley & Sons Inc, United States, 2005. Hardback. Condition: 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. Seller Inventory # 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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