Kellogg on Marketing PDF ePub eBook

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Kellogg on Marketing free pdf This is a 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. It includes more than 60 per cent 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. It features 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.

About Alice M. Tybout

Alice M. Tybout is the Harold T. Martin Professor ofMarketing and a former chairperson of the Marketing Department atthe Kellogg School of Management, Northwestern University. She isacademic director of the consumer marketing strategy program andthe branding program at Kellogg's Allen Center, the author of morethan forty articles and book chapters, a consultant for leadingcompanies, including Abbott Laboratories, Coca-Cola Company, andPfizer, and a member of the board of directors of RHRInternational.

Bobby J. Calder is the Charles H. Kellstadt Professor ofMarketing and the current chairperson of the Department ofMarketing at the Kellogg School of Management, NorthwesternUniversity. Previously, he has taught at the Wharton School,University of Pennsylvania, and has been a consultant for BoozAllen Hamilton. He is the author of numerous research studies andarticles. He has been a consultant to companies such as Aetna,Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, GeneralMotors, McDonald's, Motorola, Prudential, Tribune Co., and TimeWarner.


Details Book

Author : Alice M. Tybout
Publisher : John Wiley
Data Published : 08 September 2010
ISBN : 0470580143
EAN : 9780470580141
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 448 pages
Age + : 15 years
Language : English
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