Title: Kellogg on Branding
Description: The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes:    The latest thinking on key branding concepts, including brand positioning and design  Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio  Techniques for building a brand-centered organization  Insights from senior managers who have fought branding battles and won     This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing manag...
Subjects: Business, Nonfiction, Brand name products, Customer relations, management