Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
by Philip Kotler, Tim Calkins, Alice M. Tybout
Expert perspectives from Kellogg faculty on building, positioning, and managing strong brands in competitive markets.
About This Book
Kellogg on Branding presents expert perspectives on building and managing strong brands from the faculty of the Kellogg School of Management.
The book covers core branding principles and strategies used by leading marketing professionals.
Readers gain practical insights into brand positioning, identity, and long-term brand management.
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