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Book details for Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management Buy Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
Book author(s) Book subject

Alice Tybout Tim Calkins Philip Kotler

Brands & Brand Management

Sales rank 115,881 Not rated by customers
Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management

Brief description of Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management

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.

Book details
PublisherWiley
Release date09/2005
AvailabilityUsually ships in 24 hours
EditionHardcover
List price$35
Our price$19.03 (you save 45.63%)
Used pricefrom $1.8
This book has been mentioned in...

Brands and branding: The best-branded school for marketers dispenses its wisdom (@ The Economist)

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