Home » Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management by Alice M. Tybout
Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management Alice M. Tybout

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

Alice M. Tybout

Published
ISBN : 9780471690160
Hardcover
334 pages
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 About the Book 

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 chaptersMoreThe 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 designStrategies for launching new brands, leveraging existing brands, and managing a brand portfolioTechniques for building a brand-centered organizationInsights from senior managers who have fought branding battles and wonThis is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for todays 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.