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Kellogg on Branding by A.M. Tybout & Tim Calkins & Philip Kotler
The Marketing Faculty of the Kellogg School of Management
Part of the "Kellogg" series, this book serves as a useful resource for managers striving to build, leverage, or rejuvenate a brand. It includes: key branding concepts, including brand positioning and design; strategies for launching new brands and managing a brand portfolio; techniques for building a brand-centered organization; and more.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; and 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. |
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| Author(s) : Philip Kotler | Format : Hardback Book |
| ISBN-10 : 0471690163 | ISBN-13 : 9780471690160 |
| RRP : £18.99 | Best available price : £13.43 / $21.67 |
| Prices as of : 15/06/2008 04:32:16 PM BST check live prices | |
Product Details:
Country Publication : United States
Publication Date : 25/10/2005
Publisher : John Wiley and Sons Ltd
Page Length : 352mm
Page Size : 233mm