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Kellogg on branding : the marketing faculty of the Kellogg School of Management / edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler.

Contributor(s): Tybout, Alice M | Calkins, Tim | Kellogg School of Management.
Publisher: Hoboken, N.J. : Wiley, c2005Description: xvii, 334 p. : ill. ; 24 cm.ISBN: 9780471690160 (hbk.); 0471690163 (hbk.).Subject(s): Brand name products | Branding (Marketing) | Brand name products -- Management | Customer relations -- ManagementDDC classification: 658.827
Contents:
Section I: Key branding concepts - Chp.1: Brand positioning - Chp. 2: Designing brands - Chp. 3 : Brand meaning -- Section II : Strategies for building and leveraging brands - Chp. 4: Competitive brand strategies - Chp. 5: Brand extensions - Chp. 6: Brand portfolio strategy -- Section III : From strategy to implementation - Chp. 7: Building brands through effective advertising - Chp. 8: Relationship branding and CRM - Chp. 9: Brand strategy for business markets - Chp. 10: Services branding - Chp. 11: Branding in technology markets - Chp. 12: Building a brand-driven organization - Chp. 13: Measuring brand value -- Section IV: Branding insights from Senior Managers - Chp. 14: Using positioning to build a megabrand - Chp. 15: Marketing leverage in the frame of reference - Chp. 16: Finding the right brand name - Chp. 17: Building global brands - Chp. 18: Branding and organizational culture - Chp. 19: Branding and the organization - Chp. 20: Internal branding - Index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 1, BayNo 5

658.827 KEL (Browse shelf) 1 Available SOMAC,37000,03,GR 5000036048

Includes bibliographical references and index.

Section I: Key branding concepts - Chp.1: Brand positioning - Chp. 2: Designing brands - Chp. 3 : Brand meaning -- Section II : Strategies for building and leveraging brands - Chp. 4: Competitive brand strategies - Chp. 5: Brand extensions - Chp. 6: Brand portfolio strategy -- Section III : From strategy to implementation - Chp. 7: Building brands through effective advertising - Chp. 8: Relationship branding and CRM - Chp. 9: Brand strategy for business markets - Chp. 10: Services branding - Chp. 11: Branding in technology markets - Chp. 12: Building a brand-driven organization - Chp. 13: Measuring brand value -- Section IV: Branding insights from Senior Managers - Chp. 14: Using positioning to build a megabrand - Chp. 15: Marketing leverage in the frame of reference - Chp. 16: Finding the right brand name - Chp. 17: Building global brands - Chp. 18: Branding and organizational culture - Chp. 19: Branding and the organization - Chp. 20: Internal branding - Index.