Kellogg on Branding (inbunden)
Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
352
Utgivningsdatum
2005-09-01
Upplaga
1
Förlag
John Wiley & Sons Inc
Medarbetare
Kotler, Philip (foreword)
Illustrationer
Illustrations
Dimensioner
235 x 160 x 35 mm
Vikt
538 g
Antal komponenter
1
ISBN
9780471690160
Kellogg on Branding (inbunden)

Kellogg on Branding

The Marketing Faculty of the Kellogg School of Management

Inbunden, Engelska, 2005-09-01
182
Skickas inom 5-8 vardagar.
Fri frakt inom Sverige för privatpersoner.
Julklapp? Beställ boken senast måndag 11 december med "Snabb frakt" för leverans innan julafton - Läs mer
Finns även som
Visa alla 2 format & utgåvor
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.
Visa hela texten

Passar bra ihop

  1. Kellogg on Branding
  2. +
  3. Kellogg on Marketing

De som köpt den här boken har ofta också köpt Kellogg on Marketing av Alice M Tybout, Bobby J Calder (inbunden).

Köp båda 2 för 361

Kundrecensioner

Har du läst boken? Sätt ditt betyg »

Recensioner i media

"...rich in stories...rich in insights" (The Economist, 26th November 2005)

Bloggat om Kellogg on Branding

Övrig information

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 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.

Innehållsförteckning

Foreword by Philip Kotler. Preface (Alice M. Tybout and Tim Calkins). Acknowledgments. Introduction: The Challenge of Branding (Tim Calkins). Section I: Key Branding Concepts. Chapter 1: Brand Positioning (Alice M. Tybout and Brian Sternthal). Chapter 2: Designing Brands (Bobby J. Calder). Chapter 3: Brand Meaning (John F. Sherry, Jr.). Section II: Strategies for Building and Leveraging Brands. Chapter 4: Competitive Brand Strategies (Gregory S. Carpenter and Kent Nakamoto). Chapter 5: Brand Extensions (Bridgette M. Braig and Alice M.Tybout). Chapter 6: Brand Portfolio Strategy (Tim Calkins). Section III: From Strategy to Implementation. Chapter 7: Building Brands through Effective Advertising (Brian Sternthal and Angela Y. Lee). Chapter 8: Relationship Branding and CRM (Edward C. Malthouse and Bobby J. Calder). Chapter 9: Brand Strategy for Business Markets (James C. Anderson and Gregory S. Carpenter). Chapter 10: Services Branding (Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan). Chapter 11: Branding in Technology Markets (Mohanbir Sawhney). Chapter 12: Building a Brand-Driven Organization (Scott Davis). Chapter 13: Measuring Brand Value (Don E. Schultz and Heidi F. Schultz). Section IV: Branding Insights from Senior Managers. Chapter 14: Using Positioning to Build a Megabrand (Mark R. Goldston, Chairman,CEO, and President, United Online). Chapter 15: Marketing Leverage in the Frame of Reference (Mark Shapiro, Principal, New England Consulting Group). Chapter 16: Finding the Right Brand Name (Carol L. Bernick, Chairman, Alberto-Culver Company). Chapter 17: Building Global Brands (Betsy Holden, President, Global Marketing and Category Development, Kraft Foods). Chapter 18: Branding and Organizational Culture (Gary A. Mecklenburg, President and CEO, Northwestern Memorial HealthCare). Chapter 19: Branding and the Organization (E. David Coolidge III, Vice Chairman, William Blair & Company). Chapter 20: Internal Branding (Ed Buckley, Vice President, UPS; Matt Williams, Senior Vice President, Martin Agency). Index.