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Kellogg on Branding

Name: Kellogg on Branding
Brand: John Wiley & Sons Inc
SKU: 04085659
Price: 28.19 EUR
Availability: InStock
Author: Alice Tybout
ISBN: 9780471690160

Alice Tybout

Idioma

Inglés

Libro Tapa dura

Código Libristo: 04085659

Editores John Wiley & Sons Inc, octubre 2005

This book includes the Foreword by renowned marketing guru. Philip Kotler sets the stage for a compr... Descripción completa

Código Libristo: 04085659

69 b

28.19 €

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This book includes 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 managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.