Kellogg on Branding in a Hyper-Connected World
暫譯: 凱洛格在超連結世界中的品牌策略

Tybout, Alice M., Calkins, Tim

Kellogg on Branding in a Hyper-Connected World
  • 出版商: Wiley
  • 出版日期: 2019-03-19
  • 售價: $1,450
  • 貴賓價: 9.5 折 $1,378
  • 語言: 英文
  • 頁數: 368
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 111953318X
  • ISBN-13: 9781119533184

    • 海外代購書籍(需單獨結帳)

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商品描述

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.

商品描述(中文翻譯)

為互聯網時代的現代市場打造世界級品牌

Kellogg on Branding in a Hyper-Connected World 提供了在快速變化的現代市場中建立新品牌、振興現有品牌和管理品牌組合的權威指導。這本書將學術理論與實踐經驗相結合，涵蓋了基本的品牌概念、策略和有效的實施技術，適用於當今的消費者、當前的競爭以及您可利用的豐富媒體。深入的討論突顯了該領域日益增強的連接性，並提供了品牌設計和故事講述、社交媒體行銷、服務業品牌化、品牌健康監測等方面的實用指導。這本寶貴的資源由全球最受尊敬的管理與行銷學院的教職員撰寫，包含了專家對品牌財務價值、內部品牌建設、全球品牌建立及其他在現實世界品牌和行銷場景中扮演關鍵角色的主題的貢獻。

創建品牌並引導其朝正確方向發展是一個多層次的過程，涉及廣泛的研究和部門間的合作。從找到合適的品牌名稱和發展一致的故事情節，到設計有效的廣告、擴大影響力、保持動力等，Kellogg on Branding in a Hyper-Connected World 使您具備以下知識和技能：

  • 應用尖端技術進行品牌設計、品牌定位、市場特定品牌化等
  • 採用從開發到推出再到利用的成功策略
  • 建立以品牌為驅動的組織，並在內部及全球市場中加強品牌文化
  • 提高品牌價值，利用品牌定位建立超級品牌

在當今挑戰重重且複雜的市場中，有效的品牌化已成為成功的核心組成部分。Kellogg on Branding in a Hyper-Connected World 是一本動態且權威的資源，適合尋求解決品牌困境和把握重大機會的實務工作者。

作者簡介

Alice M. Tybout is the Harold T. Martin Professor of Marketing at Northwestern University's Kellogg School of Management where she teaches courses on Marketing Management to MBA and EMBA students. She is a past chairperson of the Marketing Department and the academic director for Kellogg on Consumer Marketing Strategy and co-academic director (with Tim Calkins) for Kellogg on Branding, two executive education programs at Northwestern's Allen Center. In addition to this work, she has edited two other Wiley-published "Kellogg on..." volumes and has published more than forty articles in scholarly journals.

She is a former President and a Fellow of the Association for Consumer Research and serves on the board of directors of RHR International. She received her BS and MA from The Ohio State University and her PhD from Northwestern University.

Tim Calkins is Clinical Professor of Marketing at Northwestern University's Kellogg School of Management where he teaches courses including Marketing Strategy and Biomedical Marketing. Tim began his marketing career at Kraft Foods, where he spent almost 11 years building brands including Miracle Whip, Taco Bell, Parkay and DiGiorno.

He received his BA from Yale and his MBA from Harvard. His latest book is How to Wash a Chicken: Mastering the Business Presentation. He also wrote Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks and Breakthrough Marketing Plans.

作者簡介(中文翻譯)

Alice M. Tybout 是西北大學凱洛格管理學院的哈羅德·T·馬丁行銷教授，教授行銷管理課程給MBA和EMBA學生。她曾擔任行銷系的系主任，並擔任凱洛格消費者行銷策略的學術主任，以及與Tim Calkins共同擔任凱洛格品牌的學術主任，這是西北大學艾倫中心的兩個高階教育計畫。除了這些工作外，她還編輯了兩本其他由Wiley出版的《Kellogg on...》系列書籍，並在學術期刊上發表了四十多篇文章。

她曾擔任消費者研究協會的會長及研究員，並在RHR International的董事會任職。她獲得了俄亥俄州立大學的學士和碩士學位，並在西北大學獲得博士學位。

Tim Calkins 是西北大學凱洛格管理學院的臨床行銷教授，教授包括行銷策略和生物醫學行銷等課程。Tim的行銷生涯始於卡夫食品公司，在那裡他花了將近11年時間建立品牌，包括Miracle Whip、Taco Bell、Parkay和DiGiorno。

他獲得了耶魯大學的學士學位和哈佛大學的MBA學位。他的最新著作是《How to Wash a Chicken: Mastering the Business Presentation.》他還撰寫了《Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks》和《Breakthrough Marketing Plans.》

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