Bibliograph

Kellogg on branding, the marketing faculty of the Kellogg School of Management, edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler

Type

Label

Kellogg on branding, the marketing faculty of the Kellogg School of Management, edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler

Language

eng

Bibliography note

Includes bibliographical references and index

Illustrations

illustrations

Index

index present

Literary Form

non fiction

Main title

Kellogg on branding

Medium

electronic resource

Nature of contents

dictionariesbibliography

Oclc number

63673690

Responsibility statement

edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler

Sub title

the marketing faculty of the Kellogg School of Management

Table Of Contents

The challenge of branding / Tim Calkins -- Brand positioning / Alice M. Tybout and Brian Sternthal -- Designing brands / Bobby J. Calder -- Brand meaning / John F. Sherry, Jr. -- Competitive brand strategies / Gregory S. Carpenter and Kent Nakamoto -- Brand extensions / Bridgette M. Braig and Alice M. Tybout -- Brand portfolio strategy / Tim Calkins -- Building brands through effective advertising / Brian Sternthal and Angela Y. Lee -- Relationship branding and CRM / Edward C. Malthouse and Bobby J. Calder -- Brand strategy for business markets / James C. Anderson and Gregory S. Carpenter -- Services branding / Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan -- Branding in technology markets / Mohanbir Sawhney -- Building a brand-driven organization / Scott Davis -- Measuring brand value / Don E. Schultz and Heidi F. Schultz -- Using positioning to build a megabrand / Mark R. Goldston -- Marketing leverage in the frame of reference / Mark Shapiro -- Finding the right brand name / Carol L. Bernick -- Building global brands / Betsy Holden -- Branding and organizational culture / Gary A. Mecklenburg -- Branding and the organization / E. David Coolidge III -- Internal branding / Ed Buckley, Matt Williams

Classification