Kellogg On Branding

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Kellogg on Branding

Alice M. Tybout,Tim Calkins
Kellogg on Branding Book PDF

Author : Alice M. Tybout,Tim Calkins
Publisher : John Wiley & Sons
Page : 413 pages
File Size : 46,8 Mb
Release : 2011-01-07
Category : Business & Economics
ISBN : 9781118046036

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Kellogg on Branding by Alice M. Tybout,Tim Calkins Pdf

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.

Kellogg on Branding in a Hyper-Connected World

Anonim
Kellogg on Branding in a Hyper Connected World Book PDF

Author : Anonim
Publisher : John Wiley & Sons
Page : 368 pages
File Size : 43,7 Mb
Release : 2019-03-19
Category : Business & Economics
ISBN : 9781119533184

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Kellogg on Branding in a Hyper-Connected World by Anonim Pdf

World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Kellogg on Marketing

Dawn Iacobucci
Kellogg on Marketing Book PDF

Author : Dawn Iacobucci
Publisher : John Wiley & Sons
Page : 448 pages
File Size : 45,6 Mb
Release : 2001-06-18
Category : Business & Economics
ISBN : 9780471054047

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Kellogg on Marketing by Dawn Iacobucci Pdf

Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." —Betsy D. Holden, President and CEO, Kraft Foods "Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." —Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company "The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." —Robert A. Eckert, Chairman and CEO, Mattel, Inc. "This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." —Mel Bergstein, Chairman and CEO, Diamond Technology Partners "New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School." —Ronald W. Dollens, President, Guidant Corporation

Kellogg on Integrated Marketing

Dawn Iacobucci,Bobby J. Calder
Kellogg on Integrated Marketing Book PDF

Author : Dawn Iacobucci,Bobby J. Calder
Publisher : John Wiley & Sons
Page : 344 pages
File Size : 53,5 Mb
Release : 2002-11-12
Category : Business & Economics
ISBN : 0471204765

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Kellogg on Integrated Marketing by Dawn Iacobucci,Bobby J. Calder Pdf

This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from: - Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang

Kellogg on Strategy

David Dranove,Sonia Marciano
Kellogg on Strategy Book PDF

Author : David Dranove,Sonia Marciano
Publisher : John Wiley & Sons
Page : 245 pages
File Size : 43,5 Mb
Release : 2005-08-05
Category : Business & Economics
ISBN : 9780471478553

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Kellogg on Strategy by David Dranove,Sonia Marciano Pdf

Written for business executives and MBA students, Kellogg on Strategy is a practical guide to choosing the right strategy for your business and applying it correctly. Rather than covering the basics of strategy, this expert guide shows you how to use strategy effectively so your business can succeed. You'll learn to analyze your current competitive position, develop the perfect strategy to match your goals, and apply that strategy thoughtfully and effectively. Inside, you'll find expert guidance on: * Measuring your firm's competitive advantage * Analyzing opportunities and threats in your industry * Responding to a competitor's strategy and pricing * Coping with entry into new markets * Positioning your firm against the competition * Developing a sustainable, long-term competitive advantage * And much more

Kellogg on Advertising and Media

Bobby J. Calder
Kellogg on Advertising and Media Book PDF

Author : Bobby J. Calder
Publisher : John Wiley & Sons
Page : 324 pages
File Size : 48,9 Mb
Release : 2012-06-29
Category : Business & Economics
ISBN : 9781118429112

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Kellogg on Advertising and Media by Bobby J. Calder Pdf

In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.

Defending Your Brand

T. Calkins
Defending Your Brand Book PDF

Author : T. Calkins
Publisher : Springer
Page : 294 pages
File Size : 46,8 Mb
Release : 2017-06-30
Category : Business & Economics
ISBN : 9781137511867

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Defending Your Brand by T. Calkins Pdf

Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.

Ingredient Branding

Philip Kotler,Waldemar Pfoertsch
Ingredient Branding Book PDF

Author : Philip Kotler,Waldemar Pfoertsch
Publisher : Springer Science & Business Media
Page : 409 pages
File Size : 49,8 Mb
Release : 2010-05-17
Category : Business & Economics
ISBN : 9783642042140

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Ingredient Branding by Philip Kotler,Waldemar Pfoertsch Pdf

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

Breakthrough Marketing Plans

Tim Calkins
Breakthrough Marketing Plans Book PDF

Author : Tim Calkins
Publisher : Springer
Page : 248 pages
File Size : 42,7 Mb
Release : 2016-04-30
Category : Business & Economics
ISBN : 9781137107619

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Breakthrough Marketing Plans by Tim Calkins Pdf

Almost every company creates a marketing plan each year, and many spend hundreds of employee hours researching, preparing and presenting their tomes to senior executives. But most marketing plans are a waste of time; they are too long, too complicated and too dense. They end up sitting on a shelf, unread and unrealized. Breakthrough Marketing Plans is an essential tool for people who create marketing plans and people who review them. The book provides simple, clear frameworks that are easy to apply, and highlights why marketing plans matter, where they go wrong and how to create a powerful plan that will help build a strong, profitable business.

BrandSimple: How the Best Brands Keep it Simple and Succeed

Allen P. Adamson
BrandSimple How the Best Brands Keep it Simple and Succeed Book PDF

Author : Allen P. Adamson
Publisher : Palgrave Macmillan
Page : 257 pages
File Size : 55,6 Mb
Release : 2007-08-07
Category : Business & Economics
ISBN : 9781403984906

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BrandSimple: How the Best Brands Keep it Simple and Succeed by Allen P. Adamson Pdf

In an era of mixed media messages, in which brands are extended to the breaking point and marketing theories compete for attention, it is difficult to create effective brands. Drawing on the authors' experience of working with the world's top brands, this book shows how to communicate with customers and make your brand resonate.

Brand is a Four Letter Word

Austin McGhie
Brand is a Four Letter Word Book PDF

Author : Austin McGhie
Publisher : Advantage Media Group
Page : 285 pages
File Size : 55,8 Mb
Release : 2012
Category : Business & Economics
ISBN : 9781599323275

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Brand is a Four Letter Word by Austin McGhie Pdf

In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.

How to Brand Nations, Cities and Destinations

T. Moilanen,S. Rainisto
How to Brand Nations Cities and Destinations Book PDF

Author : T. Moilanen,S. Rainisto
Publisher : Springer
Page : 202 pages
File Size : 45,6 Mb
Release : 2008-12-14
Category : Business & Economics
ISBN : 9780230584594

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How to Brand Nations, Cities and Destinations by T. Moilanen,S. Rainisto Pdf

Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

B2B Brand Management

Philip Kotler,Waldemar Pfoertsch
B2B Brand Management Book PDF

Author : Philip Kotler,Waldemar Pfoertsch
Publisher : Springer Science & Business Media
Page : 368 pages
File Size : 48,9 Mb
Release : 2006-09-22
Category : Business & Economics
ISBN : 9783540447290

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B2B Brand Management by Philip Kotler,Waldemar Pfoertsch Pdf

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

Kellogg's

Sara Green
Kellogg s Book PDF

Author : Sara Green
Publisher : Bellwether Media
Page : 24 pages
File Size : 48,5 Mb
Release : 2015-01-01
Category : Juvenile Nonfiction
ISBN : 9781681030227

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Kellogg's by Sara Green Pdf

What would breakfast be without cereal and milk? W.K. Kellogg changed the breakfast routine of millions of people with his invention of Corn Flakes. His company quickly grew into one of the largest food companies in America. Learn about the transformation and read up on some of the worldÕs favorite breakfast cereals in this title for inquiring minds.

The AI Marketing Canvas

Raj Venkatesan,Jim Lecinski
The AI Marketing Canvas Book PDF

Author : Raj Venkatesan,Jim Lecinski
Publisher : Stanford University Press
Page : 295 pages
File Size : 43,5 Mb
Release : 2021-05-18
Category : Business & Economics
ISBN : 9781503628045

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The AI Marketing Canvas by Raj Venkatesan,Jim Lecinski Pdf

This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success—regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands—including Google, Lyft, Ancestry.com, and Coca-Cola—that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders—for your team and culture.