{"product_id":"kellogg-on-branding-the-marketing-faculty-of-thekellogg-school-of-management-9780471690160","title":"Kellogg on Branding The Marketing Faculty of","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eIncludes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered organization; and, insights from senior managers who have fought branding battles and won.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e“…rich in stories…rich in insights” (\u003ci\u003eThe Economist\u003c\/i\u003e, 26\u003csup\u003eth\u003c\/sup\u003e November 2005)\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword by Philip Kotler.  \u003cp\u003ePreface (Alice M. Tybout and Tim Calkins).\u003c\/p\u003e \u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eIntroduction: The Challenge of Branding (Tim Calkins).\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection I:\u003c\/b\u003e \u003cb\u003eKey Branding Concepts.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: Brand Positioning (Alice M. Tybout and Brian Sternthal).\u003c\/p\u003e \u003cp\u003eChapter 2: Designing Brands (Bobby J. Calder).\u003c\/p\u003e \u003cp\u003eChapter 3: Brand Meaning (John F. Sherry, Jr.).\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection II:\u003c\/b\u003e \u003cb\u003eStrategies for Building and Leveraging Brands.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 4: Competitive Brand Strategies (Gregory S. Carpenter and Kent Nakamoto).\u003c\/p\u003e \u003cp\u003eChapter 5: Brand Extensions (Bridgette M. Braig and Alice M.Tybout).\u003c\/p\u003e \u003cp\u003eChapter 6: Brand Portfolio Strategy (Tim Calkins).\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection III:\u003c\/b\u003e \u003cb\u003eFrom Strategy to Implementation.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7: Building Brands through Effective Advertising (Brian Sternthal and Angela Y. Lee).\u003c\/p\u003e \u003cp\u003eChapter 8: Relationship Branding and CRM (Edward C. Malthouse and Bobby J. Calder).\u003c\/p\u003e \u003cp\u003eChapter 9: Brand Strategy for Business Markets (James C. Anderson and Gregory S. Carpenter).\u003c\/p\u003e \u003cp\u003eChapter 10: Services Branding (Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan).\u003c\/p\u003e \u003cp\u003eChapter 11: Branding in Technology Markets (Mohanbir Sawhney).\u003c\/p\u003e \u003cp\u003eChapter 12: Building a Brand-Driven Organization (Scott Davis).\u003c\/p\u003e \u003cp\u003eChapter 13: Measuring Brand Value (Don E. Schultz and Heidi F. Schultz).\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection IV:\u003c\/b\u003e \u003cb\u003eBranding Insights from Senior Managers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 14: Using Positioning to Build a Megabrand (Mark R. Goldston, \u003ci\u003eChairman,CEO, and President, United Online\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 15: Marketing Leverage in the Frame of Reference (Mark Shapiro, \u003ci\u003ePrincipal, New England Consulting Group\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 16: Finding the Right Brand Name (Carol L. Bernick, \u003ci\u003eChairman, Alberto-Culver Company\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 17: Building Global Brands (Betsy Holden, \u003ci\u003ePresident, Global Marketing and Category Development, Kraft Foods\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 18: Branding and Organizational Culture (Gary A. Mecklenburg, \u003ci\u003ePresident and CEO, Northwestern Memorial HealthCare\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 19: Branding and the Organization (E. David Coolidge III, \u003ci\u003eVice Chairman, William Blair \u0026amp; Company\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eChapter 20: Internal Branding (Ed Buckley, \u003ci\u003eVice President, UPS\u003c\/i\u003e; Matt Williams, \u003ci\u003eSenior Vice President, Martin Agency\u003c\/i\u003e).\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":51037071016279,"sku":"9780471690160","price":19.54,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471690160.jpg?v=1750934256","url":"https:\/\/bookcurl.com\/products\/kellogg-on-branding-the-marketing-faculty-of-thekellogg-school-of-management-9780471690160","provider":"Book Curl","version":"1.0","type":"link"}