Tybout, Alice M. (ed.); Calkins, Tim (ed.) - 2019
Intro -- Kellogg on Branding in a Hyper-Connected World -- Contents -- Foreword -- Preface -- Overview of the Book -- How to use the Book -- Acknowledgments -- Introduction: The Power and Challenge of Branding -- Branding Defined -- Does Digital Mean the End of Brands? -- How Brands Add Value --...