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Description - Kellogg on Branding by A.M. Tybout

This book includes 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.

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Book Details

ISBN: 9780471690160
ISBN-10: 0471690163
Format: Hardback
(228mm x 163mm x 31mm)
Pages: 352
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 25-Oct-2005
Country of Publication: United States

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Author Biography - A.M. Tybout

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.