Alice M. Tybout, Bobby J. Calder, Philip Kotler· ISBN 9780470877623
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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.