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Kellogg On Branding: The Marketing Faculty Of The Kellogg School Of Management(ISBN=9780471690160)书籍详细信息
- ISBN：9780471690160
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2005-09
- 页数：352
- 价格：208.40
- 纸张：胶版纸
- 装帧：平装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
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.
书籍目录：
Foreword by Philip Kotler
Preface (Alice MTybout and Tim Calkins)
Acknowledgments
Introduction:The Challenge of Branding (Tim Calkins)
Section I:Key Branding Concepts
Chapter 1:Brand Positioning (Alice MTybout and Brian
Sternthal)
Chapter 2:Designing Brands (Bobby JCalder)
Chapter 3:Brand Meaning (John FSherry,Jr.)
Section II:Strategies for Building and Leveraging Brands
Chapter 4:Competitive Brand Strategies (Gregory SCarpenter and Kent
Nakamoto)
Chapter 5:Brand Extensions (Bridgette MBraig and Alice
M.Tybout)
Chapter 6:Brand Portfolio Strategy (Tim Calkins)
Section III:From Strategy to Implementation
Chapter 7:Building Brands through Effective Advertising (Brian
Sternthal and Angela YLee)
Chapter 8:Relationship Branding and CRM (Edward CMalthouse and
Bobby JCalder)
Chapter 9:Brand Strategy for Business Markets (James CAnderson and
Gregory SCarpenter)
Chapter 10:Services Branding (Amy LOstrum,Dawn Iacobucci,and
Felicia NMorgan)
Chapter 11:Branding in Technology Markets (Mohanbir Sawhney)
Chapter 12:Building a Brand-Driven Organization (Scott Davis)
Chapter 13:Measuring Brand Value (Don ESchultz and Heidi
FSchultz)
Section IV:Branding Insights from Senior Managers
Chapter 14:Using Positioning to Build a Megabrand (Mark
RGoldston,Chairman,CEO,and President,United Online)
Chapter 15:Marketing Leverage in the Frame of Reference (Mark
Shapiro,Principal,New England Consulting Group)
Chapter 16:Finding the Right Brand Name (Carol
LBernick,Chairman,Alberto-Culver Company)
Chapter 17:Building Global Brands (Betsy Holden,President,Global
Marketing and Category Development,Kraft Foods)
Chapter 18:Branding and Organizational Culture (Gary
AMecklenburg,President and CEO,Northwestern Memorial
HealthCare)
Chapter 19:Branding and the Organization (EDavid Coolidge III,Vice
Chairman,William Blair & Company)
Chapter 20:Internal Branding (Ed Buckley,Vice President,UPS; Matt
Williams,Senior Vice President,Martin Agency)
Index
作者介绍：
ALICE M.TYBOUT is the Harold T.Martin Professor of Marketing and
chairperson of the Marketing Department at the Kellogg School of
Management.She is co-academic director of the branding program at
Kellogg,the author of dozens of articles for marketing jour
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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.
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