{"product_id":"kellogg-on-branding-the-marketing-faculty-of-the-kellogg-school-of-management-hardcover","title":"Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management - Hardcover","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eAlice M. Tybout\u003c\/b\u003e (Editor), \u003cb\u003eTim Calkins\u003c\/b\u003e (Editor), \u003cb\u003ePhilip Kotler\u003c\/b\u003e (Foreword by)\u003c\/p\u003e\u003cp\u003eThe 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eThe latest thinking on key branding concepts, including brand positioning and design\u003c\/li\u003e \u003cli\u003eStrategies for launching new brands, leveraging existing brands, and managing a brand portfolio\u003c\/li\u003e \u003cli\u003eTechniques for building a brand-centered organization\u003c\/li\u003e \u003cli\u003eInsights from senior managers who have fought branding battles and won\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis 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.\u003c\/p\u003e\u003ch3\u003eFront Jacket\u003c\/h3\u003e\u003cp\u003eKellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned Kellogg School of Management at Northwestern University. Properly managed, brands can be a company's most valuable asset, creating lasting customer loyalty and preferences strong enough to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered in the book include: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDeveloping a compelling brand positioning\u003c\/li\u003e \u003cli\u003eExtending an established brand\u003c\/li\u003e \u003cli\u003eStrategically managing a brand portfolio\u003c\/li\u003e \u003cli\u003eBuilding a brand-focused organization\u003c\/li\u003e \u003cli\u003eMeasuring brand value\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe book includes chapters by respected marketing professors as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students.\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003ci\u003eKellogg on Branding\u003c\/i\u003e is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned Kellogg School of Management at Northwestern University. Properly managed, brands can be a company's most valuable asset, creating lasting customer loyalty and preferences strong enough to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered in the book include: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDeveloping a compelling brand positioning\u003c\/li\u003e \u003cli\u003eExtending an established brand\u003c\/li\u003e \u003cli\u003eStrategically managing a brand portfolio\u003c\/li\u003e \u003cli\u003eBuilding a brand-focused organization\u003c\/li\u003e \u003cli\u003eMeasuring brand value\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe book includes chapters by respected marketing professors as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss. \u003ci\u003eKellogg on Branding\u003c\/i\u003e is an invaluable guide for marketing executives and managers, consultants, and students.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eALICE M. TYBOUT\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTIM CALKINS\u003c\/b\u003e 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.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 352\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1.3 x 9.1 x 6.4 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e September 01, 2005\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":45355828740198,"sku":"9780471690160","price":43.4,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0599\/7255\/0758\/files\/eXA1RWpFblcvME1LMXJSalgxaE1Ddz09.webp?v=1775015686","url":"https:\/\/infinitylightwa.com\/products\/kellogg-on-branding-the-marketing-faculty-of-the-kellogg-school-of-management-hardcover","provider":"Infinity Light","version":"1.0","type":"link"}