Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management | Book, Essay

Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management
Book details:
Pages: 334
Rating: 4.07

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

ISBN 0471690163 (ISBN13: 9780471690160 )

Edition Language

Genres:
Business

Book description:

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 designStrategies for launching new brands, leveraging existing brands, and managing a brand portfolioTechniques for building a brand-centered organizationInsights from senior managers who have fought branding battles and wonThis 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.




Book Authors:

Alice M. Tybout

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Tim Calkins

Tim Calkins is clinical professor of selling at Northwestern University’s Kellogg School of Management. Tim Teachs marketing scheme, biomedical selling and strategic selling determinations in Kellogg’s full-time, parttime and executive MBA plans. He is co-academic manager of Kellogg’s branding program.Tim has received legion instruction awards. He received two Kellogg Faculty Impact Awards in 2011 and the Top Professor Award from the Kellogg Executive MBA Program in 2007, 2009, 2010 and 2011. He besides received the Sidney J. Levy Teaching Award and the Lawrence G. Lavengood Outstanding Professor of the Year Award, the top instruction award at Kellogg.In add-on to learning at Kellogg Tim works with major corporations around the universe on scheme and stigmatization issues. He serves on the board of the Chicago Business Marketing Association, the Alliance Française de Chicago and the Lycée Français de Chicago, Chicago’s French-International School.Tim began his calling at the confer withing house Booz Allen and Hamilton, where he worked on scheme and stigmatization issues. He joined the selling squad at Kraft Foods in 1991. During his about 11 old ages at Kraft, he led concerns including Miracle Whip, Taco Bell, A.1. steak sauce, Seven Seas and DiGiorno. While at Kraft he was responsible for the launch of more than two twelve new products.He received his Barium from Yale in 1987 and his Master in business from Harvard Business School in 1991.Tim lives in Chicago with his married woman and three kids. He loves to boost, canoe and ski.
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Philip Kotler

Professor Kotler 's book, Marketing Management, is the universe 's most widely used alumnus degree text edition in selling. His other text editions include Principles of Marketing and direction: An Introduction and they are besides widely used around the world.Kotler developed new constructs in marketing including statics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory demands to travel beyond monetary value theory and integrate the kineticss of invention, distribution and publicity systems into analysing, explicating and foretelling economic outcomes.Kotler has worked for many big companies in the countries of selling scheme, planning and organisation, and international marketing.He nowadayss seminars in major international metropoliss and states around the universe on the latest selling developments to companies and other organizations.He is the male parent of Marketing Management. ( Wikipedia )
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Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management Essay




Important reading for the selling strategian [ Review ] A great basic overview ; nil composite, but lays a good model for farther survey. Finally! The best portion about digest books is that when you get a dull author, you can force on to the terminal knowing that a new manner awaits you in the following chapter/essay. It is the best sort of text edition, and this was surely one of the better assigned readings I have found over the old ages. An first-class description of the nature of trade names and how to outdo use them for your company 's advantage. A great read for one merely acquiring into the concern or for whom selling is an unofficial side occupation. The Kellogg series offers a elaborate penetration into branding. Interesting if you are interested in branded merchandises. Amazing treatment of branding antic debut to the many aspects of the subject via essays by Kellogg module.
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