Kellogg on marketing / edited by Alice Tybout, Bobby J. Calder.

Format:

Book

Contributor:

Tybout, Alice M.

Calder, Bobby J.

J.L. Kellogg Graduate School of Management.

Language:

English

Subjects (All):

Marketing.

Industrial management.

Physical Description:

1 online resource (450 p.)

Edition:

2nd ed.

Place of Publication:

Hoboken, NJ : Wiley, 2010.

Language Note:

English

Summary:

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 leadi

Contents:

Kellogg on Marketing, Second Edition; Contents; Foreword: Thinking about Marketing; Preface; Section One: Developing a Marketing Strategy; Section Two: Implementing the Strategy; Section Section Three: Perspectives on Contemporary Issues in Marketing; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9786612773341

9780470877630

0470877634

9781119199892

1119199891

9781282773349

1282773348

9780470877623

0470877626

OCLC:

665042268