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Kellog on Branding: The Marketing Faculty of the Kellogg School of Management

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Buku ini menghimpun panduan komprehensif dan pemikiran strategis dari para pengajar pemasaran di Kellogg School of Management mengenai prinsip-prinsip pembentukan dan pengelolaan merek (branding). Pembahasan mencakup penentuan posisi merek (brand positioning), strategi peluncuran serta perluasan merek, pengelolaan portofolio merek, pengukuran ekuitas dan kesehatan merek, hingga penciptaan budaya organisasi yang berpusat pada kekuatan merek. --- This volume compiles strategic insights and foundational concepts from the marketing faculty at the Kellogg School of Management on building, leveraging, and managing brands. Topics include brand positioning, portfolio strategy, brand extensions, measuring brand health and equity, and embedding brand-centric practices within organizational frameworks.

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Availability

Detail Information

Series Title

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Call Number

658.827 CAL

Publisher

New York : John Wiley & Sons Inc., 2005

Collation

xvii, 334 hlm. : il. ; 24 cm.

Language

English

ISBN/ISSN

9780471690160

Classification

658.827

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Brand name products — Management
Branding (Marketing)

Specific Detail Info

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Statement of Responsibility

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