Kellogg on Branding (PDF)
The Marketing Faculty of The Kellogg School of Management
(Sprache: Englisch)
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...
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...
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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.
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.
Autoren-Porträt
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.
Bibliographische Angaben
- 2005, 1. Auflage, 352 Seiten, Englisch
- Herausgegeben: Alice M. Tybout, Tim Calkins
- Verlag: John Wiley & Sons
- ISBN-10: 0471748579
- ISBN-13: 9780471748571
- Erscheinungsdatum: 29.09.2005
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