LEADER 03726nam 2200553 450 001 9910793570303321 005 20200520144314.0 010 $a1-119-53329-5 010 $a1-119-53328-7 035 $a(CKB)4100000007816838 035 $a(Au-PeEL)EBL5741223 035 $a(OCoLC)1077575702 035 $a(CaSebORM)9781119533184 035 $a(MiAaPQ)EBC5741223 035 $a(EXLCZ)994100000007816838 100 $a20190411d2019 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 00$aKellogg on branding in a hyper-connected world /$fedited by Alice M. Tybout, Tim Calkins 205 $a1st edition 210 1$aHoboken, New Jersey :$cWiley,$d[2019] 210 4$dİ2019 215 $a1 online resource (369 pages) 300 $aIncludes index. 311 $a1-119-53318-X 320 $aIncludes bibliographical references and index. 330 $aWorld-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. 606 $aBrand name products 606 $aBranding (Marketing) 606 $aInternet marketing 606 $aCustomer relations$xManagement 615 0$aBrand name products. 615 0$aBranding (Marketing) 615 0$aInternet marketing. 615 0$aCustomer relations$xManagement. 676 $a658.8/27 702 $aTybout$b Alice M. 702 $aCalkins$b Tim 712 02$aKellogg School of Management. 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910793570303321 996 $aKellogg on branding in a hyper-connected world$93699701 997 $aUNINA