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Kellogg on Branding
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.
Defending Your Brand
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.
How to Wash a Chicken
Winner of the Foreword INDIES Book of the Year Award for Business and Economics Winner of the IndieReader Discovery Award for Top Business Book Winner of the Eric Hoffer Award "Clear, practical, thorough and right on the mark. It's a must-read for people who are new to giving presentations as well as experienced presenters who want to get even better. This book belongs on everyone's bookshelf." Jim Lecinski Associate Professor of Marketing, Northwestern University; former Vice-President of US Sales and Service, Google, Inc. How to Wash a Chicken is not a book about public speaking (or chickens), it's a comprehensive playbook for business leaders and people on their way up to give the best pr...
Kellogg on Branding in a Hyper-Connected World
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 ser...
Kellogg on Marketing
Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." —Betsy D. Holden, President and CEO, Kraft Foods "Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." —Robert S. Morr...
Strategic Marketing Management
Essentials of Strategic Marketing Management, The Process of Strategic Marketing Management, Analysing Buyer Behaviour, Strategic Marketing Factors for Growth, Strategic Marketing Planning, Situation Analysis, Market Segmentation and Product Positioning, Strategic Product Pricing, The Distribution Strategy, Product Life Cycle Management Strategies, New Product Strategies, Competition-Winning Strategies, Advertising and Sales Promotion Strategies, Salesforce Management Strategies, Strategies Brand Management, Creation of Competitive Advantages, Strategic Services Management, Customer Relationship Strategies
Enlisting Madison Avenue
Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. These of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and ad...
Brand Relevance
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supportin...
Agribusiness Management
Today’s food and agribusiness managers operate in a rapidly changing, highly volatile, international, high technology, consumer-focused world. This new edition of Agribusiness Management was written to help prepare students and managers for a successful career in this new world of food and fiber production and marketing. Agribusiness Management uses four specific approaches to help readers develop and enhance their capabilities as agribusiness managers. First, this edition of the book offers a contemporary focus that reflects the issues that agribusiness managers face both today and are likely to face tomorrow. Specifically, food sector firms and larger agribusiness firms receive more atte...
Defensive Strategy – Apple's Overlooked Key to Success
Apple gets a lot of credit for being an innovative and cool brand. The purity in design, seamless interaction between hardware and software, as well as, the unique user-experience are usually its top-three key success factors highlighted. But, while that might be true, it is not the real secret behind its success: The underestimated and often overlooked truth lies in the way of how Apple protects its innovations. The objective of this work is to examine, why having a defense system in place, for immediate and appropriate response, is crucial for successful companies to sustain their profitability and position in the market at the same time. We will further analyze why leading incumbents fail to respond to offensive threats and lose their right to exist. Moreover, we will discuss the defensive strategies and tactics a company might utilize, when under attack. To visualize the need for and the effectiveness of successful defensive strategies, we will analyze the way how the Cupertino-based company has succeeded in retaining its leading position to become the business world's most valuable brand of today.
