Kellogg on Branding edited by Alice M. Tybout & Tim Calkins, foreword by Philip Kotler

A bestseller at the intersection of academic rigor and practical application, Kellogg on Branding features essays and case chapters covering brand architecture, portfolio management, global brand building, and brand revitalization. Edited by Tybout and Calkins, with Kotler’s foreword, it serves as a branding toolbox for marketers, brand managers, and executives aiming to shape iconic brands with strategic purpose.

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A bestseller at the intersection of academic rigor and practical application, Kellogg on Branding features essays and case chapters covering brand architecture, portfolio management, global brand building, and brand revitalization. Edited by Tybout and Calkins, with Kotler’s foreword, it serves as a branding toolbox for marketers, brand managers, and executives aiming to shape iconic brands with strategic purpose.

Kellogg on Branding edited by Alice M. Tybout & Tim Calkins, foreword by Philip Kotler

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A bestseller at the intersection of academic rigor and practical application, Kellogg on Branding features essays and case chapters covering brand architecture, portfolio management, global brand building, and brand revitalization. Edited by Tybout and Calkins, with Kotler’s foreword, it serves as a branding toolbox for marketers, brand managers, and executives aiming to shape iconic brands with strategic purpose.