Kellogg on Branding in a Hyper-Connected World Hardback -
by Alice M. Tybout (Editor in Chief); Tim Calkins (Editor in Chief)
- Used
- very good
- Hardcover
Description
Standard delivery: 7 to 40 days
Details
- Title Kellogg on Branding in a Hyper-Connected World
- Binding Hardback
- Condition Used - Very Good
- Pages 368
- Volumes 1
- Language ENG
- Publisher Wiley
- Illustrated Yes
- Features Bibliography, Illustrated, Index
- Bookseller's Inventory # GOR012036804
- 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.
