Kellogg On Strategy

Author: David Dranove
Editor: John Wiley & Sons Incorporated
ISBN:
File Size: 38,99 MB
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Creating and sustaining a profitable business requires close adherence to the fundamentals of business strategy. Fortunately, the basics of business strategy can be boiled down to three simple principles: Firms must create value for their customers; they must fend off competition; and they must ensure that their strategic position endures.

Kellogg On Branding

Author: Alice M. Tybout
Editor: John Wiley & Sons
ISBN: 111804603X
File Size: 22,71 MB
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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.

Kellogg On Marketing

Author: Alice M. Tybout
Editor: John Wiley & Sons
ISBN: 0470580143
File Size: 24,80 MB
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The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.

Kellogg On Branding In A Hyper Connected World

Author:
Editor: John Wiley & Sons
ISBN: 111953318X
File Size: 71,35 MB
Format: PDF, Mobi
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World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Kellogg On Marketing

Author: Dawn Iacobucci
Editor: John Wiley & Sons
ISBN: 0471054046
File Size: 63,50 MB
Format: PDF, ePub, Docs
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Kellogg On China

Author: Anuradha Dayal-Gulati
Editor: Northwestern University Press
ISBN: 0810122251
File Size: 70,51 MB
Format: PDF, Mobi
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As China continues to implement its commitments agreed upon with membership into the World Trade Organization (WTO), the environment for multinational corporations is changing rapidly. This book examines some of the changes WTO accession is bringing to the market environment and different sectors of the economy, and the resulting challenges and opportunities for companies doing business in China. The book draws on extensive field research with Chinese corporate executives, government officials, and representatives of nongovernmental organizations. Based on the findings from these interviews, the authors provide insights and strategies for companies seeking to establish a sustainable competitive advantage in the country's evolving marketplace.

Economics Of Strategy

Author: David Besanko
Editor: John Wiley & Sons Incorporated
ISBN:
File Size: 49,89 MB
Format: PDF, Kindle
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'The Economics of Strategy' delves into the concepts involved in sound business strategy. The text begins by focusing on the boundaries of the firm and examines the competitive strategy from the perspective of industrial organization economics. It then explores strategic positioning and dynamics.

Defending Your Brand

Author: T. Calkins
Editor: Springer
ISBN: 1137511869
File Size: 42,39 MB
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Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.

Strategic Brand Management

Author: Alexander Chernev
Editor: Cerebellum Press
ISBN: 1936572346
File Size: 76,37 MB
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In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include designing effective brand strategy and tactics, developing a brand value proposition, managing brand portfolios, cobranding, brand repositioning, brand extensions, brand valuation, and the legal aspects of protecting the brand. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.

Consumer Behavior And Marketing Strategy

Author: J. Paul Peter
Editor: Irwin Professional Publishing
ISBN:
File Size: 72,11 MB
Format: PDF, Mobi
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This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.

Entry Strategies And Growth In Foreign Markets

Author: Shekhar Chaudhuri
Editor: Oxford University Press, USA
ISBN:
File Size: 31,22 MB
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This volume is designed to address entry and growth strategies for firms in foreign markets by focusing on various entry options and case studies. It is intended for students and researchers in business studies at management schools, practising managers and consultants.

Strategic Management

Author: Arthur A. Thompson
Editor: Irwin Professional Publishing
ISBN: 9780256037173
File Size: 78,16 MB
Format: PDF, Kindle
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Strategic Management

Author: Alan J. Rowe
Editor: Addison-Wesley Longman
ISBN:
File Size: 39,67 MB
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The revised edition of this book now contains discusson of time-based competition versus cost-based competition, new coverage of total quality management, value-based strategies, concurrent design and manufacturing. It also looks at the application of expert systems as a strategic support tool.

Strategic Marketing Management

Author: Lester A. Neidell
Editor:
ISBN:
File Size: 33,54 MB
Format: PDF, ePub
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Includes index

Instructor S Manual For Strategic Management

Author: Samuel C. Certo
Editor:
ISBN:
File Size: 38,77 MB
Format: PDF, ePub
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Executive Education Handbook 2007

Author: Roderick Millar
Editor: GMB Publishing, Limited
ISBN: 9781846730399
File Size: 41,21 MB
Format: PDF
Read: 4192
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This handbook provides an annual snapshot from the iedp.info Web site and database, giving both HR professionals and their senior management colleagues an authoritative overview of the international executive development scene, clarifying who does what, when, where, and how in executive education around the world.

Fyi

Author: Michael M. Lombardo
Editor:
ISBN:
File Size: 70,25 MB
Format: PDF, Docs
Read: 484
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"For learners, managers, mentors, and feedback givers."

Business Week

Author:
Editor:
ISBN:
File Size: 56,67 MB
Format: PDF, Mobi
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Kellogg On Integrated Marketing

Author: Dawn Iacobucci
Editor: John Wiley & Sons
ISBN: 9780471204763
File Size: 34,15 MB
Format: PDF, ePub
Read: 4062
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This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from: - Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang

Kellogg On Biotechnology

Author: Alicia Löffler
Editor:
ISBN:
File Size: 14,20 MB
Format: PDF, Mobi
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Biotechnology affects numerous industries, from the scientists who generate the knowledge, to pharmaceutical companies, law professionals and ethicists who have to grapple with issues unimaginable just a few years ago. "Kellogg on Biotechnology" identifies some of the newest biotechnologies, such as plants and foods containing edible vaccines that will revolutionize the way we think about health, analyses how to transform them into profitable products and companies and explores who will benefit. This is an essential read for anyone working with, or affected by biotechnology. Created from extensive original research undertaken at the Kellogg School of Management, it helps practitioners to integrate this new technology into the world of business.