Kellogg on branding
Subtitle: the marketing faculty of the Kellogg School of Management
By: edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler.
Contributors: Tybout, Alice M.; Calkins, Tim.; Kellogg School of Management.
Publisher: Wiley
Published: 2005
Place of publication: Hoboken, N.J
Language: eng
Number of pages: 334
ISBN-13: 9780471690160
Subjects: Brand name products; Brand name products -- Marketing; Brand name products -- Management; Customer relations -- Management
Other titles: Honor With Books Program.
Description: "Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned Kellogg School of Management at Northwestern University. Properly managed, brands can be a company's most valuable asset, creating lasting customer loyalty and preferences strong enough to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands." "The book includes chapters by respected marketing professors as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students."--BOOK JACKET
Notes: "This book is given by Patty Winegar in honor of Kara Winegar"--Bookplate.

Includes bibliographical references and index.