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Item Information       Summary     More Content     Subjects     Brand name products.     Branding (Marketing)     Brand name products -- Management.     Customer relations -- Management.     Browse Catalog       by title:      Kellogg on branding ...         MARC Display

Kellogg on branding [electronic resource] : the marketing faculty of the Kellogg School of Management / edited by Alice M. Tybout and Tim Calkins ; foreword by Philip Kotler. Hoboken, N.J. : Wiley, c2005. Subjects Brand name products.   Branding (Marketing)   Brand name products -- Management.   Customer relations -- Management. Electronic Resource http://hawaii.lib.overdrive.com/ContentDetails.htm?ID=87C7AF56-8754-4FF4-AE81-FDAED0AAEA49 This title is available online; click here to access ISBN:  0471748579 (electronic bk. : Adobe Reader) Description:  xvii, 334 p. : ill. ; 24 cm. Contents:  The challenge of branding / Tim Calkins -- Brand positioning / Alice M. Tybout and Brian Sternthal -- Designing brands / Bobby J. Calder -- Brand meaning / John F. Sherry, Jr. -- Competitive brand strategies / Gregory S. Carpenter and Kent Nakamoto -- Brand extensions / Bridgette M. Braig and Alice M. Tybout -- Brand portfolio strategy / Tim Calkins -- Building brands through effective advertising / Brian Sternthal and Angela Y. Lee -- Relationship branding and CRM / Edward C. Malthouse and Bobby J. Calder -- Brand strategy for business markets / James C. Anderson and Gregory S. Carpenter -- Services branding / Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan -- Branding in technology markets / Mohanbir Sawhney -- Building a brand-driven organization / Scott Davis -- Measuring brand value / Don E. Schultz and Heidi F. Schultz -- Using positioning to build a megabrand / Mark R. Goldston -- Marketing leverage in the frame of reference / Mark Shapiro -- Finding the right brand name / Carol L. Bernick -- Building global brands / Betsy Holden -- Branding and organizational culture / Gary A. Mecklenburg -- Branding and the organization / E. David Coolidge III -- Internal branding / Ed Buckley, Matt Williams. Requests:  0   Copy/Holding information No Item Information

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