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

By Alice M. Tybout (Editor), Tim Calkins (Editor), Philip Kotler (Foreword by)
Hardcover
$35.00
By Alice M. Tybout (Editor), Tim Calkins (Editor), Philip Kotler (Foreword by)

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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 b...

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BusinessMarketing & SalesManagement & LeadershipMarketingBrandingManagement - General & MiscellaneousMarketing - General & Miscellaneous