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Kellogg on Branding
Alice Tybout
€ 31.99
€ 24.98
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Description for Kellogg on Branding
Hardcover. Includes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered organization; and, insights from senior managers who have fought branding battles and won. Editor(s): Tybout, A.M.; Calkins, Tim. Num Pages: 352 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 238 x 163 x 31. Weight in Grams: 570.
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 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 ... Read more
Show LessProduct Details
Publisher
John Wiley and Sons Ltd United States
Number of pages
352
Format
Hardback
Publication date
2005
Condition
New
Weight
570g
Number of Pages
352
Place of Publication
New York, United States
ISBN
9780471690160
SKU
V9780471690160
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Alice 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. TIM CALKINS is Clinical Associate Professor of Marketing at the ... Read more
Reviews for Kellogg on Branding
“…rich in stories…rich in insights” (The Economist, 26th November 2005)