{"product_id":"kellogg-on-branding-the-marketing-faculty-of-the-kellogg-school-of-management-9780471690160","title":"Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management","description":"\u003cp\u003e • Author(s): Alice M. Tybout\u003cbr\u003e • Publisher: Wiley\u003cbr\u003e • Publisher Imprint: Wiley\u003cbr\u003e • BISAC: Marketing - Research\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the Back Cover\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003ci\u003eKellogg on Branding\u003c\/i\u003e 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDeveloping a compelling brand positioning\u003c\/li\u003e \u003cli\u003eExtending an established brand\u003c\/li\u003e \u003cli\u003eStrategically managing a brand portfolio\u003c\/li\u003e \u003cli\u003eBuilding a brand-focused organization\u003c\/li\u003e \u003cli\u003eMeasuring brand value\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe 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. \u003ci\u003eKellogg on Branding\u003c\/i\u003e is an invaluable guide for marketing executives and managers, consultants, and students.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Hardcover","offer_id":45115160297623,"sku":"9780471690160","price":2168.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780471690160.webp?v=1767270473","url":"https:\/\/atlanticbooks.com\/products\/kellogg-on-branding-the-marketing-faculty-of-the-kellogg-school-of-management-9780471690160","provider":"Atlantic Books","version":"1.0","type":"link"}