Alice Tybout, Philip Kotler, Philip Kotler
ISBN: 0-471-69016-3
Cloth
352 pages
October 2005

In this book, the Kellogg School of Management's world-renowned faculty members provide an intensive look into brnad management. Combining the latest thinking on this topic with practical exercises , Kellogg on Branding offers a blueprint for a brand-management strategy that achieves increased customer loyalty, competitive advantage and profitability.