Kellogg on Branding in a Hyper-Connected World

Editor-in-chief:   Alice M. Tybout, Tim Calkins
Imprint:   John Wiley & Sons Inc
Country of Publication:   United States
Dimensions:   Height: 231mm,  Width: 158mm,  Spine: 36mm
Weight:   567g
ISBN:   9781119533184
ISBN 10:   111953318X
Pages:   368
Publication Date:   01 March 2019
Audience:   General/trade ,  ELT Advanced
Format:   Hardback
Publisher's Status:   Active

Alice M. Tybout is the Harold T. Martin Professor of Marketing at Northwestern University's Kellogg School of Management where she teaches courses on Marketing Management to MBA and EMBA students. 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. 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 former President and a Fellow of the Association for Consumer Research and serves on the board of directors of RHR International. She received her BS and MA from The Ohio State University and her PhD from Northwestern University. Tim Calkins is Clinical Professor of Marketing at Northwestern University's Kellogg School of Management where he teaches courses including Marketing Strategy and Biomedical Marketing. Tim began his marketing career at Kraft Foods, where he spent almost 11 years building brands including Miracle Whip, Taco Bell, Parkay and DiGiorno. He received his BA from Yale and his MBA from Harvard. His latest book is How to Wash a Chicken: Mastering the Business Presentation. He also wrote Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks and Breakthrough Marketing Plans.