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Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management

Alice M. Tybout (Editor), Tim Calkins (Editor), Philip Kotler (Foreword by)
ISBN: 978-0-471-69016-0
Hardcover
352 pages
September 2005
List Price: US $35.00
Government Price: US $17.85
Enter Quantity:   Buy
Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management (0471690163) cover image
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.

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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