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Kellogg on Branding in a Hyper-Connected World Tapa dura -
de Alice M. Tybout (Editor in Chief); Tim Calkins (Editor in Chief)
Descripción de contraportada
The most valuable asset at many organizations is the brand. By creating trust, differentiating the product offering and building loyalty, brands are the foundation for long-term businesses.
This latest book from Northwestern University's Kellogg School of Management is a guide to creating and building powerful brands. The book combines insights from academic thought-leaders and learnings from successful global brand-builders.
The book includes:
- The latest thinking on how to define a brand and the role of positioning and purpose
- Insights on how to bring a brand to life in our hyper-connected world, from using customer journey analysis as a framework for touchpoint design to digital story-telling
- A review of cutting-edge brand building techniques, from identifying insight to using neuro-marketing to calculating brand value
- Learnings from brand leaders at organizations including McDonalds, John Deere, Google, and Ulta Beauty
Northwestern University's Kellogg School of Management is widely regarded as one of the world's top business schools, and without question the thought-leader in marketing theory and practice. This latest collection of insights will help managers build the strong brands of tomorrow.
Detalles
- Título Kellogg on Branding in a Hyper-Connected World
- Autor Alice M. Tybout (Editor in Chief); Tim Calkins (Editor in Chief)
- Encuadernación Tapa dura
- Páginas 368
- Volúmenes 1
- Idioma ENG
- Editorial Wiley
- Ilustrado Sí
- Features Bibliography, Illustrated, Index
- ISBN 9781119533184 / 111953318X
- Peso 1.25 libras (0.57 kg)
- Dimensiones 9.1 x 6 x 1.4 pulgadas (23.11 x 15.24 x 3.56 cm)
- Library of Congress subjects Branding (Marketing), Customer relations - Management
- Número de catálogo de la Librería del Congreso de EEUU 2018054064
- Dewey Decimal Code 658.827
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Kellogg on Branding in a Hyper-Connected World
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Kellogg on Branding in a Hyper-Connected World
de Tybout, Alice M
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Kellogg On Branding In A Hyper-Connected World
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Kellogg on Branding in a Hyper-Connected World
de Tybout, Alice M. [Editor]; Calkins, Tim [Editor];
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