Kellogg On Branding In A Hyper Connected World

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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 : 44,7 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 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 : 54,9 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 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 : 40,8 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.

Kellogg on Strategy

David Dranove,Sonia Marciano
Kellogg on Strategy Book PDF

Author : David Dranove,Sonia Marciano
Publisher : Wiley
Page : 248 pages
File Size : 55,8 Mb
Release : 2005-08-05
Category : Business & Economics
ISBN : IND:30000101899031

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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

Breakthrough Marketing Plans

Tim Calkins
Breakthrough Marketing Plans Book PDF

Author : Tim Calkins
Publisher : Springer
Page : 248 pages
File Size : 51,9 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.

The New Marketing

Cheryl Burgess,Mark Burgess
The New Marketing Book PDF

Author : Cheryl Burgess,Mark Burgess
Publisher : SAGE
Page : 317 pages
File Size : 43,7 Mb
Release : 2020-07-27
Category : Business & Economics
ISBN : 9781529738308

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The New Marketing by Cheryl Burgess,Mark Burgess Pdf

In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.

Brand Relevance

David A. Aaker
Brand Relevance Book PDF

Author : David A. Aaker
Publisher : John Wiley & Sons
Page : 400 pages
File Size : 40,8 Mb
Release : 2011-01-25
Category : Business & Economics
ISBN : 9780470613580

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Brand Relevance by David A. Aaker Pdf

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Applied Marketing

Rochelle Grayson,Daniel Padgett,Andrew Loos
Applied Marketing Book PDF

Author : Rochelle Grayson,Daniel Padgett,Andrew Loos
Publisher : John Wiley & Sons
Page : 386 pages
File Size : 47,7 Mb
Release : 2021-06-21
Category : Electronic
ISBN : 9781119713265

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Applied Marketing by Rochelle Grayson,Daniel Padgett,Andrew Loos Pdf

Tomorrow's professionals need a practical, customer-centric understanding of marketing's role in business and critical thinking skills to help their organizations succeed. Applied Marketing, 1st Canadian Edition helps students learn practical, modern marketing concepts appropriate for the principles of marketing course by applying them to the latest business scenarios of relatable brands like This Bar Saves Lives and GoPro. This comprehensive yet concise text is co-authored by Professors Rochelle Grayson and Daniel Padgett and practitioner Andrew Loos, and blends current academic theory with an agency-owner perspective to help students get an insider's look at how top businesses operate. With many Canadian specific examples created specifically for this course, students can relate concepts learned in the classroom to marketing topics and events taking place in their backyard.

Defending Your Brand

T. Calkins
Defending Your Brand Book PDF

Author : T. Calkins
Publisher : Springer
Page : 294 pages
File Size : 46,6 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.

The Routledge Companion to Corporate Branding

Oriol Iglesias,Nicholas Ind,Majken Schultz
The Routledge Companion to Corporate Branding Book PDF

Author : Oriol Iglesias,Nicholas Ind,Majken Schultz
Publisher : Routledge
Page : 706 pages
File Size : 43,6 Mb
Release : 2022-04-28
Category : Business & Economics
ISBN : 9781000573602

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The Routledge Companion to Corporate Branding by Oriol Iglesias,Nicholas Ind,Majken Schultz Pdf

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.

Handbook of Research on Customer Engagement

Linda D. Hollebeek,David E. Sprott
Handbook of Research on Customer Engagement Book PDF

Author : Linda D. Hollebeek,David E. Sprott
Publisher : Edward Elgar Publishing
Page : 544 pages
File Size : 52,7 Mb
Release : 2019
Category : Business & Economics
ISBN : 9781788114899

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Handbook of Research on Customer Engagement by Linda D. Hollebeek,David E. Sprott Pdf

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

Stand Out!!

Brian McGurk
Stand Out Book PDF

Author : Brian McGurk
Publisher : Business Expert Press
Page : 132 pages
File Size : 50,9 Mb
Release : 2021-11-04
Category : Business & Economics
ISBN : 9781637421246

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Stand Out!! by Brian McGurk Pdf

Stand Out!! uncovers the secrets of brand success and explores less travelled paths in the world of branding. This book: uncovers the secrets of brand success introduces ‘Generation B’ - today’s generation of brand natives challenges current paradigms reveals the roots and rationale of financial brand valuation presents a range of popular valuation methods and approaches explains the conditions for brand value growth The forces that challenge brand strategy planning today are discussed in the context of our new world order of diversifying media platforms and integrated, synchronized, personalized communication. In light of this, Stand Out!! makes the case for ongoing brand stewardship in the life of an organization and concludes with a focus on brand leadership and the key principles, truths and challenges that influence brand success. This book is a key reference text for anyone interested in brand development, leadership, innovation, and sustainable business growth. Reader understanding is enhanced by: supporting tables illustrative charts case examples expert tips real-life experiences pull-out quotes “word wizard” brand glossaries Stand Out!! is an invaluable resource for the business masses – for any business owner, executive, student or branding practitioner seeking to be apprised of the latest learnings, insights and innovations in professional brand thinking and practice.

Strategic Brand Management, 3rd Edition

Alexander Chernev
Strategic Brand Management 3rd Edition Book PDF

Author : Alexander Chernev
Publisher : Cerebellum Press
Page : 446 pages
File Size : 53,9 Mb
Release : 2020-01-31
Category : Business & Economics
ISBN : 8210379456XXX

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Strategic Brand Management, 3rd Edition by Alexander Chernev Pdf

In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.

H2H Marketing

Philip Kotler,Waldemar Pfoertsch,Uwe Sponholz,Maximilian Haas
H2H Marketing Book PDF

Author : Philip Kotler,Waldemar Pfoertsch,Uwe Sponholz,Maximilian Haas
Publisher : Springer Nature
Page : 222 pages
File Size : 48,9 Mb
Release : 2023-07-18
Category : Business & Economics
ISBN : 9783031223938

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H2H Marketing by Philip Kotler,Waldemar Pfoertsch,Uwe Sponholz,Maximilian Haas Pdf

H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.

Luxury Brand Management in Digital and Sustainable Times

Michel Chevalier,Gerald Mazzalovo
Luxury Brand Management in Digital and Sustainable Times Book PDF

Author : Michel Chevalier,Gerald Mazzalovo
Publisher : John Wiley & Sons
Page : 544 pages
File Size : 55,7 Mb
Release : 2021-02-08
Category : Business & Economics
ISBN : 9781119706281

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Luxury Brand Management in Digital and Sustainable Times by Michel Chevalier,Gerald Mazzalovo Pdf

Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.