She received her BS and MA from The Ohio State University and her PhD from Northwestern University. She is a former President and a Fellow of the Association for Consumer Research and serves on the board of directors of RHR International. In addition to this work, she has edited two other Wiley-published " Kellogg on…" volumes and has published more than forty articles in scholarly journals. She is a past chairperson of the Marketing Department and the academic director for Kellogg on Consumer Marketing Strategy and co-academic director (with Tim Calkins) for Kellogg on Branding, two executive education programs at Northwestern's Allen Center. Martin Professor of Marketing at Northwestern University's Kellogg School of Management where she teaches courses on Marketing Management to MBA and EMBA students. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.Īlice M.
In today’s challenging and complex marketplace, effective branding has become a central component of success.
Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more.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: 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.Ĭreating a brand-and steering it in the right direction-is a multi-layered process involving extensive research and inter-departmental cooperation. 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. 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. 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. World-class branding for the interconnected modern marketplace
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