Kellogg on branding : the marketing faculty of the Kellogg School of Management (Book, 2005) [WorldCat.org]
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Kellogg on branding : the marketing faculty of the Kellogg School of Management

Author: Alice M Tybout; Tim Calkins; Kellogg School of Management.
Publisher: Hoboken, N.J. : Wiley, ©2005.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Faculty members from the Kellogg School of Management discuss brand management, combining the latest thinking with practical exercises to present a blueprint for a brand management strategy that offers increased customer loyalty, competitive advantage & profitability.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Alice M Tybout; Tim Calkins; Kellogg School of Management.
ISBN: 9780471690160 0471690163
OCLC Number: 58546010
Description: xvii, 334 pages : illustrations ; 24 cm
Contents: The challenge of branding / Tim Calkins --
Brand positioning / Alice M. Tybout and Brian Sternthal --
Designing brands / Bobby J. Calder --
Brand meaning / John F. Sherry, Jr. --
Competitive brand strategies / Gregory S. Carpenter and Kent Nakamoto --
Brand extensions / Bridgette M. Braig and Alice M. Tybout --
Brand portfolio strategy / Tim Calkins --
Building brands through effective advertising / Brian Sternthal and Angela Y. Lee --
Relationship branding and CRM / Edward C. Malthouse and Bobby J. Calder --
Brand strategy for business markets / James C. Anderson and Gregory S. Carpenter --
Services branding / Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan --
Branding in technology markets / Mohanbir Sawhney --
Building a brand-driven organization / Scott Davis --
Measuring brand value / Don E. Schultz and Heidi F. Schultz --
Using positioning to build a megabrand / Mark Goldston --
Marketing leverage in the frame of reference / Mark Shapiro --
Finding the right brand name / Carol L. Bernick --
Building global brands / Betsy Holden --
Branding and organizational culture / Gary A. Mecklenburg --
Branding and the organization / E. David Coolidge III --
Internal branding / Ed Buckley, Matt Williams.
Responsibility: edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler.
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Abstract:

Includes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered  Read more...

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"...rich in stories...rich in insights" (The Economist, 26th November 2005)

 
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