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Review “…rich in stories…rich in insights” (The Economist, 26th November 2005) Read more From the Inside Flap Kellogg on Branding is an authoritative anthology of the latest insights, theories, and practices revolutionizing branding from the renowned Kellogg School of Management at Northwestern University. Properly managed, brands can be a company's most valuable asset, creating lasting customer loyalty and preferences strong enough to overcome intense competition and price differences. This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Topics covered in the book include: Developing a compelling brand positioning Extending an established brand Strategically managing a brand portfolio Building a brand-focused organization Measuring brand value The book includes chapters by respected marketing professors as well as top industry executives, and cites examples from brands as diverse as Nordstrom, Wal-Mart, Harley-Davidson, BMW, TiVo, palmOne, Dell, Gillette, Tiffany, and Levi Strauss. Kellogg on Branding is an invaluable guide for marketing executives and managers, consultants, and students. Read more See all Editorial Reviews Kellogg School of Management - Northwestern MBA WebsiteAd · kellogg northwestern edu · Northwestern University95% of Students Receive Job Offers Three Months After Graduation Learn More!Expansive Alumni Network · New Global Hub · Growth-Minded LeadershipKellogg School of Management | Northwestern UniversityKelloggs com - Discover Kellogg’s® - Give Kelloggs comAd · kelloggs com/Kelloggs/Official-SiteEnjoy more of our wholesome cereal for a little less Get coupons now Visit the Kellogg Company site, explore our brands’ sites, and more Check out Follow Us on Twitter · Like Us on FacebookOffers & Promotions | Kellogg'sKellogg on Branding: The Marketing Faculty of the Kellogg goodreads com/book/show/820484/5 · 8 reviews · By Alice M Tybout · 334 pages · HardcoverStart by marking “Kellogg on Branding: The Marketing Faculty of the The Marketing Faculty of the Kellogg School of brand portfolio management, brand Brand Development Strategy | Kellogg Executive Education kellogg northwestern edu/ /executive-programs/brand aspxFrom the school that defined brand management, manage a powerful brand Guided by Kellogg faculty — the take our brand to the next level ” Marketing Books by Faculty - Kellogg School of Management kellogg northwestern edu › … › Research & PublicationsBooks by Faculty Confronting The Marketing Faculty of The Kellogg School of Management by Alice Tybout, Tim Calkins (eds ); B2B Brand ManagementMarketing | Kellogg School of Management | Northwestern kellogg northwestern edu › Programs › Doctoral Program brand management, finance and marketing, Kellogg Doctoral Program and grant data of Kellogg faculty within the Marketing department by clicking on Faculty | Guanghua-Kellogg Executive MBA Program | Kellogg guanghua kellogg northwestern edu › Academics Guanghua School of Management, Branding; Marketing Strategy; Finance, Marketing, Kellogg School of Management, Northwestern University 0471690163 - Kellogg on Branding: the Marketing Faculty …https abebooks com/book-search/isbn/0471690163 The Marketing Faculty of The Kellogg School The Marketing Faculty of The Kellogg School of Management Kellogg on Branding: The Marketing Faculty [PDF]Kellogg On Branding The Marketing Faculty Of The …lapju us/dfz/kellogg-on-branding-the-marketing-faculty-of-the Kellogg On Branding The Marketing Faculty Of The Kellogg School Of Management faculty of the kellogg kellogg school of management kellogg on branding [PDF]Kellogg on Branding The Marketing Faculty of The … researchandmarkets com/reports/2220384/kellogg_on_branding_the Kellogg on Branding The Marketing Faculty of The This is the first book on branding from the faculty of the Kellogg Faculty of The Kellogg School of ManagementKellogg on Branding: The Marketing Faculty of The Kellogg com › Books › Business & Money › Marketing & SalesBuy Kellogg on Branding: The Marketing Faculty of The A collection of articles and research by some of the by faculty at the Kellogg School of Management at Kellogg School of Management - Northwestern MBA WebsiteAd · kellogg northwestern edu · Northwestern University95% of Students Receive Job Offers Three Months After Graduation Learn More!Expansive Alumni Network · New Global Hub · Growth-Minded LeadershipKellogg School of Management | Northwestern UniversityKelloggs com - Discover Kellogg’s® - Give Kelloggs comAd · kelloggs com/Kelloggs/Official-SiteEnjoy more of our wholesome cereal for a little less Get coupons now Visit the Kellogg Company site, explore our brands’ sites, and more Check out Follow Us on Twitter · Like Us on FacebookOffers & Promotions | Kellogg'sSome results have been removedPagination12345Next Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management Book -Download Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management eBook

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Amazon.com Review Like the carefully engineered dies which created his company's first products--steel pitons and carabiners which climbing enthusiasts would recognize as primitive forerunners of today's sleeker gear--Yvon Chouinard is if nothing else an original. How many other shy French-Canadian boys become surf-and-climbing bums, then blacksmiths forging their own play tools, and eventually founders of world-renowned sports equipment and apparel companies like Patagonia? How many other heads of multi-million dollar enterprises open their memoirs by stating bluntly, 'The Lee Iacoccas, Donald Trumps, and Jack Welches of the business world are heroes to no one except other businessmen with similar values. I wanted to be a fur trapper when I grew up.' The proverbial mold from which Chouinard was cast got broken. In Let My People Go Surfing: The Education of a Reluctant Businessman, readers get a fascinating look inside the history and philosophy of both Patagonia and its irascible, opinionated founder. From its beginning, the book shares a sense of Chouinard's strong-willed personality and his love of the outdoors. He recounts a mostly happy childhood spent in a still-unspoiled southern California, climbing, diving, fishing, and surfing. The narrative soon moves into Chouinard's early entrepreneurial efforts, which were less focused on market-share domination than on earning a basic living to finance his own sporting habits. As his company's first catalog noted, delivery could be slow in the summer months, when Chouinard typically left the 'office'--a dilapidated shack converted into an ironworks--for climbing adventures across the American West. Eventually, though, the story settles into a pattern familiar to business audiences: Patagonia grows rapidly, takes on more employees and product lines to sustain hungry demand from customers, but overreaches with over-ambitious expansion plans and suffers a hiccup in its adolescence. This make-or-break juncture of a business's development often contains the most interesting material, and here Chouinard and his beloved company are no exception. He describes a series of wrenching decisions through which he and Patagonia management team navigated in 1991, as sales growth stalled while capital and operational expenses sprinted ahead. From this crisis emerged Patagonia's first-ever layoffs, affecting a hefty 20% of the workforce, and a serious re-examination of the business's core principles and methods. The historical part of Chouinard's book largely ends at this point, and gives way to an exposition of philosophies which emerged at Patagonia during its dark moments in the early 1990s. The rest of the book serves as a kind of primer to business, the Patagonia way: one chapter each on product design philosophy, production philosophy, distribution philosophy, image philosophy, financial philosophy, human resource philosophy, and so on. Fans of Patagonia can revel in the company's working details, as can those who support or want to build businesses with self-consciously cultivated soulfulness. Readers who enjoyed Gary Erickson's story about Clif Bar, for example, should definitely find this a welcome addition to their bookshelves. --Peter Han --This text refers to an out of print or unavailable edition of this title. Read more From Publishers Weekly Chouinard, founder and owner of Patagonia Inc., presents his philosophy for a 'new style of responsible business' along with a chronicle of his personal and company history in this sincere if self-congratulatory creed. A Californian of French-Canadian descent, Chouinard started forging climbing hardware and selling it out of his car in 1957 and published his first catalogue, a one-page mimeographed sheet, in 1964. Today, his sporting goods company has annual revenues of $230 million, but he nonetheless identifies himself as more of 'a climber, a surfer, a kayaker, a skier and a blacksmith' than a CEO. In this vein, he lays out his alternative vision of business, detailing eco- and people-conscious philosophies on aspects of the supply chain from product design and production to human resources and management. Chouinard has backed up his rhetoric with action: Patagonia pursues sustainability, gives 1% of annual net sales to environmental groups and has set benchmarks with its employee-friendly policies. Patagoniacs and socially conscious businesspeople may appreciate this account despite its wooden writing, especially as an antidote to headlines of corporate fraud. (Oct.) Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title. 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