Kellogg on Marketing
by Philip Kotler, Alice M. Tybout, Bobby J. Calder, Alice Tybout
The second edition of Kellogg on Marketing provides aunique and highly regarded perspective on both the basics ofmarketing and on new issues that are challenging businessestoday.
- Includes more than 60% new material on both fundamentalmarketing 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 worldas the leading MBA program in Marketing
Along with the new material, the core concepts covered in thefirst edition have all been updated-including targeting andpositioning, segmentation, consumer insights, and more. This is amust-have marketing reference.
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