{"product_id":"kellogg-on-branding-the-marketing-faculty-of-the-kellogg-school-of-management-9780471690160","title":"Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management","description":"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: \u003cul\u003e \u003cli\u003eThe latest thinking on key branding concepts, including brand positioning and design\u003c\/li\u003e \u003cli\u003eStrategies for launching new brands, leveraging existing brands, and managing a brand portfolio\u003c\/li\u003e \u003cli\u003eTechniques for building a brand-centered organization\u003c\/li\u003e \u003cli\u003eInsights from senior managers who have fought branding battles and won\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eALICE M. TYBOUT\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTIM CALKINS\u003c\/b\u003e 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.\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":50460303491346,"sku":"9780471690160","price":25.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_761da680-da72-4605-9df2-1728242ba8df.jpg?v=1730036725","url":"https:\/\/surprise-castle.myshopify.com\/products\/kellogg-on-branding-the-marketing-faculty-of-the-kellogg-school-of-management-9780471690160","provider":"Surprise Castle","version":"1.0","type":"link"}