Kellogg on Branding | 誠品線上

Kellogg on Branding

內容簡介

內容簡介 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 designStrategies for launching new brands, leveraging existing brands, and managing a brand portfolioTechniques for building a brand-centered organizationInsights from senior managers who have fought branding battles and wonThis 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 managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

各界推薦

各界推薦 如何經營你的品牌？如何認識品牌的概念，擬定品牌的策略與內涵，如何訂定品牌的市場定位與戰略？如何進行品牌開發與打造品牌的價值？這本《Kellogg on Branding》是一本針對品牌管理的相關書籍，該書讓你知道品牌對於所有經理人的挑戰在哪裡。Kellogg是美國西北大學Kellogg管理學院，是《BusinessWeek》最近發表有關EMBA課程排名榜首的學校，該校也出了相當多的傑出經理人。該書就是這些傑出經理人針對品牌這個議題提出的對話與想法，首先這本書籍討論品牌的核心概念，從定位到品牌設計與品牌的內在含意與消費者的關係，第二不份則是如何建立一個品牌與如何保持其競爭力？多位知名學者提供理論與經理人的實戰經驗，讓這本《Kellogg on Branding》成為MBA、EMBA與經理人最需要閱讀的案頭書籍。

作者介紹

作者介紹 ALICE M. TYBOUT is the Harold T. Martin Professor of Marketing and chairperson of the Marketing Department at the Kellogg School of Management. She is co-academic director of the branding program at Kellogg, the author of dozens of articles for marketing journals, and a consultant for leading companies.TIM CALKINS is Clinical Associate Professor of Marketing at the Kellogg School of Management and co-academic director of the branding program at Kellogg. He consults with companies on both marketing strategy and branding issues. Previously, he was a marketing executive at Kraft Foods, where he managed brands including Miracle Whip, Parkay, and A.1. steak sauce.

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