Kellogg on branding the marketing faculty of the Kellogg School of Management
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...
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| Other Authors: | , |
| Format: | eBook |
| Language: | Inglés |
| Published: |
Hoboken, N.J. :
Wiley
c2005.
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| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623427806719 |
| Summary: | 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 organization<l |
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| Item Description: | Description based upon print version of record. |
| Physical Description: | 1 online resource (354 p.) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781118046036 9781280278594 9786610278596 9780471748571 |
