| Rezension | Amazon-Rezension
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 |