Kellogg On Marketing

Author: Alice M. Tybout, Bobby J. Calder, Philip Kotler,
Publisher: Wiley
Keywords: marketing, kellogg
Pages: 448
Published: 2010-08-31
Language: English
Category: Systems & Planning, Management & Leadership, Business & Investing,
ISBN-10: 0470580143     ISBN-13: 9780470580141
Binding: Hardcover (2)
List Price: 29.95 USD
  • Rating: 80%
The business classic, fully revised and updated for today's marketers

The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today.

  • Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding
  • With a foreword by Philip Kotler
  • The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing

Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.

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