The second edition of this book provides Kellogg's unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. The book focuses on fundamental marketing strategy. These topics include: segmentation, targeting and positioning, consumer insight, building and managing brands, and marketing research. Faculty who authored chapters on these topics in the first edition has revised their chapters to reflect changes in the field.
About the Author
Alice Tybout is the Harold T. Martin Professor of Marketing and chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. She is co-academic director of the branding program at Kellogg, the author of dozens of articles for marketing journals, and a consultant for leading companies, including Coca-Cola, Dow, Phillips Electronics, and Searle.
Bobby J. Calder is a Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen and Hamilton. He has been a consultant to many companies (including Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, The Tribune Co., and TimeWarner).
Table of Contents
|Title:||Kellogg On Marketing, 2/e PB||Publisher:||Times Group Books|
Excellent book for studying marketing on the basis of case studies
Excellent experience... got the book in 5 days in extremly good condition ... !
wide distribution of knowledge..........a complete guide
* The book summary and image may be of a different edition or binding of the same title.
* Book reviews are added by registered customers. They need not necessarily buy book.
* These books are NOT available for reading online or for free download in PDF or ebook format.
* Price can change due to reprinting, price change by publisher or sourcing cost change for imported books.
www.infibeam.com/Books is the biggest online bookstore in India for sale of books at best price - fiction, literature, audiobooks, study guides, novels, story books, rare books, textbooks and books by popular authors. These are available in various editions and bindings e.g. paperback and at best discount.