Kellogg on branding the marketing faculty of the Kellogg School of Management

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...

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Detalles Bibliográficos
Autor Corporativo: Kellogg School of Management (-)
Otros Autores: Tybout, Alice M. (-), Calkins, Tim
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, N.J. : Wiley c2005.
Materias:
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623427806719
Descripción
Sumario: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 designStrategies for launching new brands, leveraging existing brands, and managing a brand portfolioTechniques for building a brand-centered organization<l
Notas:Description based upon print version of record.
Descripción Física:1 online resource (354 p.)
Bibliografía:Includes bibliographical references and index.
ISBN:9781118046036
9781280278594
9786610278596
9780471748571