Kellogg on branding : the marketing faculty of the Kellogg School of Management /
Contributor(s): Kellogg School of Management.
Publisher: Hoboken, N.J. : Wiley, 2005Description: xvii, 334 p. : ill. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0471690163 (hbk.); 9780471690160:; 9780471690160 (hbk.).Contained works: Tybout, Alice M | Calkins, Tim.Subject(s): Marketing
| Brand name products | Brand name products -- Marketing | Customer relations -- Management | Brand name products -- ManagementDDC classification: 658.827 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan
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ATU Sligo Yeats Library Main Lending Collection | 658.827 TYB (Browse shelf(Opens below)) | 1 | Available | 0060171 |
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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 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.
Faculty members from the Kellogg School of Management discuss brand management, combining the latest thinking with practical exercises to present a blueprint for a brand management strategy that offers increased customer loyalty, competitive advantage & profitability.