Kellogg on Marketing
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Book Overview
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 MarketingAlong 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.
Format:Hardcover
Language:English
ISBN:0470580143
ISBN13:9780470580141
Release Date:August 2010
Publisher:Wiley
Length:448 Pages
Weight:1.52 lbs.
Dimensions:1.4" x 6.4" x 9.1"
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