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Segmentation and targeting
Sternthal, Brian; Tybout, Alice M. - In: Kellogg on marketing, (pp. 3-30). 2001
Persistent link: https://www.econbiz.de/10001612972
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Brand positioning
Tybout, Alice M.; Sternthal, Brian - In: Kellogg on marketing, (pp. 31-57). 2001
Persistent link: https://www.econbiz.de/10001612973
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Developing a compelling brand positioning
Tybout, Alice M.; Sternthal, Brian - In: Kellogg on marketing, (pp. 73-91). 2010
Persistent link: https://www.econbiz.de/10008664286
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Advertising strategy
Sternthal, Brian - In: Kellogg on marketing, (pp. 215-246). 2001
Persistent link: https://www.econbiz.de/10001612986
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Understanding consumers
Calder, Bobby J. - In: Kellogg on marketing, (pp. 151-164). 2001
Persistent link: https://www.econbiz.de/10001612981
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Writing a brand positioning statement and translating it into brand design
Calder, Bobby J. - In: Kellogg on marketing, (pp. 92-111). 2010
Persistent link: https://www.econbiz.de/10008664285
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Marketing research and understanding consumers
Calder, Bobby J. - In: Kellogg on marketing, (pp. 56-72). 2010
Persistent link: https://www.econbiz.de/10008664292
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Creating and managing brands
Tybout, Alice M.; Carpenter, Gregory S. - In: Kellogg on marketing, (pp. 74-102). 2001
Persistent link: https://www.econbiz.de/10001612976
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Creating and managing brands
Tybout, Alice M.; Carpenter, Gregory S. - In: Kellogg on marketing, (pp. 112-141). 2010
Persistent link: https://www.econbiz.de/10008664284
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Identifying market segments and selecting targets
Tybout, Alice M.; Grayson, Kent - In: Kellogg on marketing, (pp. 26-55). 2010
Persistent link: https://www.econbiz.de/10008664293