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 …
Faculty members from the Kellogg School of Management discuss brand management, combining the latest thinking with practical exercises to present a blueprint for a brand management strategy that offers increased customer loyalty, competitive advantage & profitability.
Explains how to launch big concepts that become very popular across large audiences, emphasizing the power of Internet marketing.
Advocates the idea that information about a product is spread most effectively from customer to customer. The author argues that the public doesn't want to hear from traditional marketers anymore, shows how companies such as Napster, Hotmail, and GeoCities have successfully laun…
Les rabats de jaquette indique : "Marketing is going through a revolution that rivals the impact of Gutenberg's printing press. Customers are in control and marketers have become an unnecessary annoyance. It's more important than ever to have connected marketing that is relevant…
This book builds on the author's earlier book, Social Media Marketing, by connecting the real-life cases presented in 2010 with significant, contemporary examples, key concepts, and best practices associated with the adoption of social technology by global brands. It offers a bl…
Marketing automation technology has been shown to dramatically increase lead conversions and average deal sizes as well as improving forecasting and customer segmentation. A subset of customer relations management, it focuses on defining, scheduling, segmenting, and tracking mar…