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Kellogg on branding : the marketing faculty of the Kellogg School of Management / edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler.

Contributor(s): Tybout, Alice M | Calkins, Tim | Kellogg School of Management.
Material type: TextTextPublisher: Hoboken, N.J. : Wiley, c2005Bibliography: Includes bibliographical references and index.Description: xvii, 334 p. : ill. ; 24 cm.ISBN: 9780471690160 (cloth); 0471690163 (cloth).Subject(s): Brand name products | Branding (Marketing) | Customer relations -- ManagementDDC classification: 658.8/27 Online resources: Table of contents only | Contributor biographical information | Publisher description
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.
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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Includes bibliographical references and index.

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.

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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