- Tapa dura: 352 páginas
- Editor: John Wiley & Sons Inc; Edición: 1 (25 de octubre de 2005)
- Idioma: Inglés
- ISBN-10: 0471690163
- ISBN-13: 978-0471690160
- Valoración media de los clientes: 1 opinión de cliente
- Clasificación en los más vendidos de Amazon: nº173.917 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
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Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management (Inglés) Tapa dura – 25 oct 2005
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Descripción del producto
"...rich in stories...rich in insights" (The Economist, 26th November 2005)
Reseña del editor
This book includes 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.Ver Descripción del producto
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First and foremost, this is an academic book, some of which may cause a reader to gloss over, especially if they are just looking for easy bullet point overviews. Nonetheless, I found this to be a goldmine of information.
A collection of articles and research by some of the by faculty at the Kellogg School of Management at Northwestern University covering a range of issues. Specifically, the book covers branding concepts in the first three chapters, strategies for building and leveraging brands, strategy to implimentation, and branding insights.
I found the last chapters (14 through 20) to be the most interesting as they were written by senior executives at firms. Whether it was a discussion on there individual companies leveraged their brand, to using their brand internally, it was the more "Practical" section of the book.
Thats not to diminish the other sections of the book. In one collection we have a guide for branding in the tech sector, to managing a brand portfolio, to design and positioning. Each with a wealth of information for anyone looking at their own companies and trying to make sense of branding, brand strategy and brand management.
Needless to say, this volume armed me quite well for our branding initiatives.
Again, this is a detailed book, and not a gloss over. If you can read this with the attention to detail "Kellogg on Branding" offers, then you will be well rewarded. If not, you may want to look elsewhere.
Regardless, I highly recommend.
All the articles and topics make a coherent progress from the basics of branding to the complexity of branding strategy.