Alice M. Tybout

About the Author

Alice M. Tybout is a distinguished scholar and professor emerita at the Kellogg School of Management, Northwestern University, where she has shaped the field of marketing for over four decades. Renowned for her expertise in branding and consumer behavior, Tybout has authored influential works that bridge academic rigor with practical insights for business leaders. Her collaborative volume, Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management, exemplifies her commitment to demystifying the art and science of brand strategy, drawing on the collective wisdom of Kellogg's esteemed faculty. Throughout her career, she has consulted for Fortune 500 companies, lectured globally, and contributed to seminal research that informs modern marketing practices, earning her accolades as a thought leader in the discipline.