Kellogg on branding : the marketing faculty of the Kellogg School of Management, edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler, (electronic resource)
Resource Information
The instance Kellogg on branding : the marketing faculty of the Kellogg School of Management, edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler, (electronic resource) represents a material embodiment of a distinct intellectual or artistic creation found in Calgary Public Library. This resource is a combination of several types including: Instance, Electronic.
The Resource
Kellogg on branding : the marketing faculty of the Kellogg School of Management, edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler, (electronic resource)
Resource Information
The instance Kellogg on branding : the marketing faculty of the Kellogg School of Management, edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler, (electronic resource) represents a material embodiment of a distinct intellectual or artistic creation found in Calgary Public Library. This resource is a combination of several types including: Instance, Electronic.
- 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, (electronic resource)
- Title remainder
- the marketing faculty of the Kellogg School of Management
- Medium
- electronic resource
- Statement of responsibility
- edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler
- Bibliography note
- Includes bibliographical references and index
- Color
- multicolored
- 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
- Control code
- ocm63673690
- Dimensions
- unknown
- Extent
- 1 online resource (xvii, 334 p.)
- Form of item
- online
- Isbn
- 9780471748571
- Isbn Type
- (electronic bk. : Adobe Reader)
- Other physical details
- ill.
- Record ID
- u908810
- Specific material designation
- remote
- System control number
- (OCoLC)63673690
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.calgarylibrary.ca/resource/U999MJ3_jAA/" typeof="Book http://bibfra.me/vocab/lite/Instance"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.calgarylibrary.ca/resource/U999MJ3_jAA/">Kellogg on branding : the marketing faculty of the Kellogg School of Management, edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler, (electronic resource)</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.calgarylibrary.ca/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="https://link.calgarylibrary.ca/">Calgary Public Library</a></span></span></span></span></div>
