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Kellogg on Marketing

Kellogg on Marketing
Author: N/A
ISBN 13: 9780470580141
ISBN 10: 470580143
Edition: 2
Publisher: Wiley
Publication Date: 2010-08-31
Format: Hardcover
Pages: 448
List Price: $29.95

Kellogg on Marketing


A fully updated edition from the leading MBA

marketing program

The first edition of Kellogg on Marketing set a high standard with a cutting-edge presentation of the best knowledge and practices in the field. Now, the Second Edition of this benchmark guide breaks new ground, providing fresh perspectives on timeless fundamental issues as well as the latest ideas. This includes:

  • The latest emerging opportunities and challenges for marketers
  • The branding uses of social media and consumer-generated media
  • Recent developments in advertising, distribution, pricing, and branding in markets around the world
  • Connecting marketing to other functional areas such as sales and operations for increased impact
  • Customer-centric practices for frontline employees, salespeople, those in operations, and others
  • Techniques for marketing to lower-income consumers
  • Using innovation to find new customers in a hypercompetitive economy
  • Strategies for effective social innovation
  • Management of product lines and brand portfolios
  • Internal branding
  • And more