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Kellogg on Branding in a Hyper-Connected World

Kellogg on Branding in a Hyper-Connected World Hardback -

by AM Tybout

  • New
  • Hardcover

Description

Hardback. New. New Book; Fast Shipping from UK; Not signed; Not First Edition; 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 rapid
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Details

  • Title Kellogg on Branding in a Hyper-Connected World
  • Author AM Tybout
  • Binding Hardback
  • Condition New
  • Pages 368
  • Volumes 1
  • Language ENG
  • Publisher Wiley
  • Illustrated Yes
  • Features Bibliography, Illustrated, Index
  • Bookseller's Inventory # ria9781119533184_inp
  • ISBN 9781119533184 / 111953318X
  • Weight 1.25 lbs (0.57 kg)
  • Dimensions 9.1 x 6 x 1.4 in (23.11 x 15.24 x 3.56 cm)
  • Library of Congress subjects Branding (Marketing), Customer relations - Management
  • Library of Congress Catalog Number 2018054064
  • Dewey Decimal Code 658.827

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From the rear cover

The most valuable asset at many organizations is the brand. By creating trust, differentiating the product offering and building loyalty, brands are the foundation for long-term businesses.

This latest book from Northwestern University's Kellogg School of Management is a guide to creating and building powerful brands. The book combines insights from academic thought-leaders and learnings from successful global brand-builders.

The book includes:

  • The latest thinking on how to define a brand and the role of positioning and purpose
  • Insights on how to bring a brand to life in our hyper-connected world, from using customer journey analysis as a framework for touchpoint design to digital story-telling
  • A review of cutting-edge brand building techniques, from identifying insight to using neuro-marketing to calculating brand value
  • Learnings from brand leaders at organizations including McDonalds, John Deere, Google, and Ulta Beauty

Northwestern University's Kellogg School of Management is widely regarded as one of the world's top business schools, and without question the thought-leader in marketing theory and practice. This latest collection of insights will help managers build the strong brands of tomorrow.

About the author

Alice M. Tybout is the Harold T. Martin Professor of Marketing at Northwestern University's Kellogg School of Management where she teaches courses on Marketing Management to MBA and EMBA students. She is a past chairperson of the Marketing Department and the academic director for Kellogg on Consumer Marketing Strategy and co-academic director (with Tim Calkins) for Kellogg on Branding, two executive education programs at Northwestern's Allen Center. In addition to this work, she has edited two other Wiley-published "Kellogg on..." volumes and has published more than forty articles in scholarly journals.

She is a former President and a Fellow of the Association for Consumer Research and serves on the board of directors of RHR International. She received her BS and MA from The Ohio State University and her PhD from Northwestern University.

Tim Calkins is Clinical Professor of Marketing at Northwestern University's Kellogg School of Management where he teaches courses including Marketing Strategy and Biomedical Marketing. Tim began his marketing career at Kraft Foods, where he spent almost 11 years building brands including Miracle Whip, Taco Bell, Parkay and DiGiorno.

He received his BA from Yale and his MBA from Harvard. His latest book is How to Wash a Chicken: Mastering the Business Presentation. He also wrote Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks and Breakthrough Marketing Plans.

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