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Kellogg on branding: the marketing faculty of the Kellogg school of management

Author: Tybout, Alice M. (editor) ; Calkins, Tim (editor)Publisher: Wiley, 2005.Language: EnglishDescription: 334 p. : Graphs/Photos ; 23 cm.ISBN: 9780471690160Type of document: Book Online Access: Click here Note: Foreword by Philip KotlerBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.3 .K68 2005
(Browse shelf)
Available 900098793
Book Digital Library
E-book Available
Book Europe Campus
Main Collection
Print HF5415.3 .K68 2005
(Browse shelf)
Available 001302585
Total holds: 0

Foreword by Philip Kotler

Includes bibliographical references and index


Kellogg on Branding Kellogg on Branding CONTENTS Foreword by Philip Kotler Preface xi Alice M . Tybout and Tim Calkins Acknowledgments xvii Introduction The Challenge of Branding Tim Calkins Section I KEY BRANDING CONCEPTS Chapter 1 Brand Positioning Chapter 2 Designing Brands Bobby]. Calder 11 Alice M . Tybout and Brian Sternthal 27 Chapter 3 Brand Meaning John E Sherry, Jr. 40 Section I1 STRATEGIESFOR BUILDING AND LEVERAGING BRANDS Chapter 4 Competitive Brand Strategies 73 Gregory S. Carpenter and Kent Nakamoto CONTENTS Chapter 5 Brand Extensions 91 Bridgette M. Braand and Alice M. Tybout Chapter 6 Brand Portfolio Strategy Tim Calkins 104 Section I11 FROM STRATEGY IMPLEMENTATION TO Chapter 7 Building Brands through Effective Advertising Brian Sternthal and Angela Y Lee 129 Chapter 8 Relationship Branding and CRM Edward C. Malthouse and Bobby]. Calder 150 Chapter 9 Brand Strategy for Business Markets James C.Anderson and Gregory S. Carpenter 169 Chapter 10 Services Branding 186 A m y L. Ostrum, Dawn lacobucci, and Felicia N. Motgan Chapter 11 Branding in Technology Markets Mohanbir Sawhnry 201 Chapter 12 Buildmg a Brand-Driven Organization Scott Davis 226 Chapter 13 Measuring Brand Value 244 Don E. Schultz and Heidi E Schultz CONTENTS vii Section I V BRANDING INSIGHTS FROM SENIORMANAGERS Chapter 14 Using Positioning to Build a Megabrand Mark R. Goldston Chairman, C E O , and President, United Online 275 Chapter 15 Marketing Leverage in the Frame of Reference Mark Shapiro Principal, New England Consulting Group 283 Chapter 16 Finding the Right Brand Name Carol L. Bernick Chairman,Alberto-Culver Company 289 Chapter 17 Building Global Brands 297 Betsy Holden President, Global Marketing and Category Development, Kraft Foods Chapter 18 Branding and Organizational Culture 304 Gary A. Mecklenbug President and C E O , Northwestern Memorial Healthcare Chapter 19 Branding and the Organization E. David Coolidge III Chapter 20 Internal Branding 312 Vice Chairman, William Blair G. Company 320 Ed Buckley Vice President, UPS Matt Williams Senior Vice President, Martin Agency Index 327

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