Ingredient Branding: Making the Invisible Visible
| Author | : | |
| Rating | : | 4.44 (692 Votes) |
| Asin | : | 3642042139 |
| Format Type | : | paperback |
| Number of Pages | : | 393 Pages |
| Publish Date | : | 2014-02-15 |
| Language | : | English |
DESCRIPTION:
C. D. Lynn said A sloppy piece of work. Philip Kotler wrote the classic text on marketing back in the eighties and, as a prominent professor at the Kellogg School of Management at Northwestern University and a director of the AMA, has more qualifications than almost anybody in the field. So it is disappointing to report that 'Ingredient Branding' is repetitive, sloppily-edited, poorly translated, and padded with extensive amounts of filler material. In the midst of this hodge-podge are some useful insights into how 'Intel Inside' and similar c. This book is terrible Catherine This book is terrible. It was poorly written and the editing was even worse. At one point in the book, the author talks about Chicago, Michigan.
This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.. The new concepts and principles can easily be appli
48 (6), February, 2011) . All readers, especially upper-division undergraduates and practitioners.” (N. From the reviews:“The well-written book comprehensively explores and analyzes ingredient branding and offers particularly valuable insight into how marketers can make an ingredient branding strategy work to best advantage. Summing Up: Highly recommended. Govoni, Choice, Vol. … Marketers would do well to recognize that ingredient branding can play a big role in their quest for competitive advantage. A
He has published over one hundred articles in leading journals, several of which have received best-article awards. He also was Visiting Associate Professor at Kellogg Graduate School of Management, Northwestern University, Lecturer for Strategic Management at Lake Forest Graduate School of Management and Professor for International Marketing at the University of Cooperative Education Villingen-Schwenningen. Professor Kotler was the first recipient of the American Marketing Association's (AMA) "