TY  - BOOK
AU  - Tybout,Alice M.
AU  - Calkins,Tim
ED  - Kellogg School of Management.
TI  - Kellogg on branding: the marketing faculty of the Kellogg School of Management 
SN  - 9780471690160 (hbk.)
U1  - 658.827 
PY  - 2005///
CY  - Hoboken, N.J.
PB  - Wiley
KW  - Brand name products
KW  - Branding (Marketing)
KW  - Management
KW  - Customer relations
N1  - 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
ER  -