Kellogg on Branding - Tybout, Alice / Calkins, Tim
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This book is an invaluable resource for managers striving to build, leverage, or rejuvenate a brand. Like other books in the series, 'Kellogg on Branding' brings the formidable knowledge of Kellogg's world-renowned marketing faculty to bear on the topic of branding and brand management. The book also includes chapters written by senior executives with years of experience in building brands. Kellogg on Branding combines both theory and application, making it a powerful tool for brand managers and marketers who want to use branding to increase customer loyalty, create long-term competitive…mehr

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Produktbeschreibung
This book is an invaluable resource for managers striving to build, leverage, or rejuvenate a brand. Like other books in the series, 'Kellogg on Branding' brings the formidable knowledge of Kellogg's world-renowned marketing faculty to bear on the topic of branding and brand management. The book also includes chapters written by senior executives with years of experience in building brands. Kellogg on Branding combines both theory and application, making it a powerful tool for brand managers and marketers who want to use branding to increase customer loyalty, create long-term competitive advantage, and build profitability.
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.
Autorenporträt
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.
Rezensionen
"...rich in stories...rich in insights" ( The Economist , 26 th November 2005)