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Kellogg on Marketing

Alice M. Tybout, Bobby J. Calder, Philip Kotler · ISBN 9780470877623
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Publisher John Wiley & Sons Inc (US)
Author(s) Alice M. Tybout / Bobby J. Calder / Philip Kotler
Edition 2
Published 9th August 2010
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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 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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