Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management

Name: Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management
Brand: Wiley
SKU: 9780471690160
Price: 2168.0 INR
Availability: InStock

by Alice M. Tybout

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ISBN13: 9780471690160
Binding: Hardcover
Subject: N/A
Publisher: Wiley
Publisher Imprint: Wiley
Publication Date: September 1, 2005
Pages: 334
Original Price: GBP 22.99
Language: English
Edition: N/A
Item Weight: 545 grams
BISAC Subject(s): Marketing / General

About The Book

From the Back Cover

Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned 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 to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered in the book include:

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 as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students.

About The Author

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.

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