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Kellogg on branding : the marketing faculty of the Kellogg School of Management

Author: Alice M Tybout; Tim Calkins; Kellogg School of Management.
Publisher: Hoboken, N.J. : Wiley, ©2005.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
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.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Kellogg on branding.
Hoboken, N.J. : Wiley, ©2005
(DLC) 2005007457
(OCoLC)58546010
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Alice M Tybout; Tim Calkins; Kellogg School of Management.
ISBN: 0471748579 9780471748571 0471690163 9780471690160 1280278595 9781280278594
OCLC Number: 62166185
Description: 1 online resource (xvii, 334 pages) : illustrations
Contents: The challenge of branding / Tim Calkins --
Brand positioning / Alice M. Tybout and Brian Sternthal --
Designing brands / Bobby J. Calder --
Brand meaning / John F. Sherry, Jr. --
Competitive brand strategies / Gregory S. Carpenter and Kent Nakamoto --
Brand extensions / Bridgette M. Braig and Alice M. Tybout --
Brand portfolio strategy / Tim Calkins --
Building brands through effective advertising / Brian Sternthal and Angela Y. Lee --
Relationship branding and CRM / Edward C. Malthouse and Bobby J. Calder --
Brand strategy for business markets / James C. Anderson and Gregory S. Carpenter --
Services branding / Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan --
Branding in technology markets / Mohanbir Sawhney --
Building a brand-driven organization / Scott Davis --
Measuring brand value / Don E. Schultz and Heidi F. Schultz --
Using positioning to build a megabrand / Mark R. Goldston --
Marketing leverage in the frame of reference / Mark Shapiro --
Finding the right brand name / Carol L. Bernick --
Building global brands / Betsy Holden --
Branding and organizational culture / Gary A. Mecklenburg --
Branding and the organization / E. David Coolidge III --
Internal branding / Ed Buckley, Matt Williams.
Responsibility: edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler.

Abstract:

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.

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