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

Bibliographic record and links to related information available from the Library of Congress catalog

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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.

Library of Congress subject headings for this publication:
Brand name products.
Brand name products -- Marketing.
Brand name products -- Management.
Customer relations -- Management.