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Kellogg on Branding in a Hyper-Connected World

By Alice M. Tybout (Editor), Tim Calkins (Editor)
Hardcover
$35.00
By Alice M. Tybout (Editor), Tim Calkins (Editor)
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World-class branding for the interconnected modern marketplace

Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of...

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