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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 BrandingWith a foreword by Philip KotlerThe 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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Kellogg on Marketing - Second Edition, Philip Kotler, Alice M. Tybout, Bobby J. Calder, The Marketing Faculty of The Kellogg School of Management
- Language
- Released
- 2010
- product-detail.submit-box.info.binding
- (Hardcover),
- Book condition
- Good
- Price
- €34.99
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- Title
- Kellogg on Marketing - Second Edition
- Language
- English
- Authors
- Philip Kotler, Alice M. Tybout, Bobby J. Calder, The Marketing Faculty of The Kellogg School of Management
- Publisher
- Times Group Books
- Released
- 2010
- Format
- Hardcover
- Pages
- 448
- ISBN10
- 8126528419
- ISBN13
- 9788126528417
- Series
- Description
- 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 BrandingWith a foreword by Philip KotlerThe 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.