Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management Tapa dura - 2005
de Alice M. Tybout (Editor); Tim Calkins (Editor); Foreword by Philip Kotler
Primera línea
When TiVo launched its digital video recorder (DVR) system in 1999, the leading technology market research firm Forrester predicted, "These hard-drive machines will take off faster than any other consumer electronics product has before."
Descripción de contraportada
Kellogg 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:
- Developing a compelling brand positioning
- Extending an established brand
- Strategically managing a brand portfolio
- Building a brand-focused organization
- Measuring brand value
The 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.
Descripción de la solapa
Kellogg 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:
- Developing a compelling brand positioning
- Extending an established brand
- Strategically managing a brand portfolio
- Building a brand-focused organization
- Measuring brand value
The 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.
Detalles
- Título Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management
- Autor Alice M. Tybout (Editor); Tim Calkins (Editor); Foreword by Philip Kotler
- Encuadernación Tapa dura
- Edición [ Edition: first
- Páginas 352
- Volúmenes 1
- Idioma ENG
- Editorial Wiley, Somerset, New Jersey, U.S.A.
- Fecha de publicación 2005-09-01
- Features Bibliography, Dust Cover, Index, Table of Contents
- ISBN 9780471690160 / 0471690163
- Peso 1.2 libras (0.54 kg)
- Dimensiones 9.1 x 6.4 x 1.3 pulgadas (23.11 x 16.26 x 3.30 cm)
- Library of Congress subjects Branding (Marketing), Customer relations - Management
- Número de catálogo de la Librería del Congreso de EEUU 2005007457
- Dewey Decimal Code 658.827
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