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Kellogg on Branding

By Tybout, Alice M

Product Image: Kellogg on Branding

Kellogg on Branding

0 - Default Title
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.
Product details
Edition:
1
Number of Pages:
352
Release Date:
2005-09-15
Publication Date:
2005-09-01
Publisher:
Wiley
Languages:
Original: English
ISBN10:
0471690163
ISBN13:
9780471690160
GPSR Manufacturer Reference:
[email protected]
Weight:
666 g
Height:
157 cm
Width:
235 cm
Thickness:
24 cm
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