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Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management |  |
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Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management | |
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.
作者简介 ALICE M. TYBOUT is the Harold T. Martin Professor of Marketing and chairperson of the Marketing Department at the Kellogg School of Management. She is co–academic director of the branding program at Kellogg, the author of dozens of articles for marketing journals, and a consultant for leading companies.
TIM CALKINS is Clinical Associate Professor of Marketing at the Kellogg School of Management and co–academic director of the branding program at Kellogg. He consults with companies on both marketing strategy and branding issues. Previously, he was a marketing executive at Kraft Foods, where he managed brands including Miracle Whip, Parkay, and A.1. steak sauce.
媒体推荐 Review
“…rich in stories…rich in insights” (The Economist, 26th November 2005)
编辑推荐 Review
“…rich in stories…rich in insights” (The Economist, 26th November 2005)
Review
“…rich in stories…rich in insights” (The Economist, 26th November 2005)
