Kellogg on branding : the marketing faculty of the Kellogg School of Management /
Faculty members from the Kellogg School of Management discuss brand management, combining the latest thinking with practical exercises to present a blueprint for a brand management strategy that offers increased customer loyalty, competitive advantage & profitability.
Guardado en:
| Autor Corporativo: | |
|---|---|
| Otros Autores: | , |
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
Hoboken, N.J. :
John Wiley,
c2005.
|
| Materias: | |
| Acceso en línea: | Table of contents only Contributor biographical information Publisher description |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 03355cam a22004574a 4500 | ||
|---|---|---|---|
| 001 | 990000623260204151 | ||
| 005 | 20241030104947.0 | ||
| 008 | 050315s2005 njua b 001 0 eng | ||
| 010 | |a 2005007457 | ||
| 015 | |a GBA564898 |2 bnb | ||
| 016 | 7 | |a 013265010 |2 Uk | |
| 019 | |a 61217570 |a 62343543 | ||
| 020 | |a 9780471690160 (cloth) | ||
| 020 | |a 0471690163 (cloth) | ||
| 035 | |a (OCoLC)000062326 | ||
| 035 | |a (udesa)000062326USA01 | ||
| 035 | |a (OCoLC)58546010 |z (OCoLC)61217570 |z (OCoLC)62343543 | ||
| 035 | |a (OCoLC)990000623260204151 | ||
| 040 | |a DLC |b eng |c DLC |d BAKER |d C#P |d IXA |d PMC |d VP@ |d NLGGC |d UKM |d YDXCP |d BTCTA |d LVB |d DEBBG |d OCLCQ |d OCL |d UKWOH |d OCLCQ |d IG# |d OCLCQ |d TULIB |d BDX |d OCLCF |d U@S | ||
| 042 | |a pcc | ||
| 049 | |a U@SA | ||
| 050 | 0 | 0 | |a HD69.B7 |b K46 2005 |
| 082 | 0 | 0 | |a 658.8/27 |2 22 |
| 245 | 0 | 0 | |a Kellogg on branding : |b the marketing faculty of the Kellogg School of Management / |c edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler. |
| 260 | |a Hoboken, N.J. : |b John Wiley, |c c2005. | ||
| 300 | |a xvii, 334 p. : |b ill. ; |c 24 cm. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a The challenge of branding / Tim Calkins -- Brand positioning / Alice M. Tybout and Brian Sternthal -- Designing brands / Bobby J. Calder -- Brand meaning / John F. Sherry, Jr. -- Competitive brand strategies / Gregory S. Carpenter and Kent Nakamoto -- Brand extensions / Bridgette M. Braig and Alice M. Tybout -- Brand portfolio strategy / Tim Calkins -- Building brands through effective advertising / Brian Sternthal and Angela Y. Lee -- Relationship branding and CRM / Edward C. Malthouse and Bobby J. Calder -- Brand strategy for business markets / James C. Anderson and Gregory S. Carpenter -- Services branding / Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan -- Branding in technology markets / Mohanbir Sawhney -- Building a brand-driven organization / Scott Davis -- Measuring brand value / Don E. Schultz and Heidi F. Schultz -- Using positioning to build a megabrand / Mark Goldston -- Marketing leverage in the frame of reference / Mark Shapiro -- Finding the right brand name / Carol L. Bernick -- Building global brands / Betsy Holden -- Branding and organizational culture / Gary A. Mecklenburg -- Branding and the organization / E. David Coolidge III -- Internal branding / Ed Buckley, Matt Williams. | |
| 520 | |a Faculty members from the Kellogg School of Management discuss brand management, combining the latest thinking with practical exercises to present a blueprint for a brand management strategy that offers increased customer loyalty, competitive advantage & profitability. | ||
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Customer relations |x Management. | |
| 650 | 7 | |a Productos de marca. |2 UDESA | |
| 650 | 7 | |a Identidad de marca (Mercadeo) |2 UDESA | |
| 650 | 7 | |a Relaciones con los clientes |x Administración. |2 UDESA | |
| 700 | 1 | |a Tybout, Alice M. | |
| 700 | 1 | |a Calkins, Tim. | |
| 710 | 2 | |a Kellogg School of Management. | |
| 856 | 4 | 1 | |3 Table of contents only |u http://catdir.loc.gov/catdir/toc/ecip059/2005007457.html |
| 856 | 4 | 2 | |3 Contributor biographical information |u http://catdir.loc.gov/catdir/enhancements/fy0622/2005007457-b.html |
| 856 | 4 | 2 | |3 Publisher description |u http://catdir.loc.gov/catdir/enhancements/fy0622/2005007457-d.html |