Developing a Compelling Brand Positioning

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationKellogg on Marketing
Subtitle of host publicationThe Marketing Faculty of The Kellogg School of Management
EditorsAlice M. Tybout, Bobby J. Calder
PublisherJohn Wiley & Sons
Pages73-91
Number of pages19
Edition2nd
ISBN (Print)9780470580141
StatePublished - 2010

Cite this

Tybout, A. M., & Sternthal, B. (2010). Developing a Compelling Brand Positioning. In A. M. Tybout, & B. J. Calder (Eds.), Kellogg on Marketing: The Marketing Faculty of The Kellogg School of Management (2nd ed., pp. 73-91). John Wiley & Sons.