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Kellogg on marketing / edited by Alice M. Tybout, Bobby J. Calder. - 2nd ed. - Hoboken, N.J. : Wiley, �2010. - 1 online resource (xix, 426 pages) : illustrations

Includes bibliographical references and index.

Kellogg on Marketing, Second Edition; Contents; Foreword: Thinking about Marketing; Preface; Section One: Developing a Marketing Strategy; Section Two: Implementing the Strategy; Section Section Three: Perspectives on Contemporary Issues in Marketing; Index.

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.

ISBN: 9781119199892 1119199891 9780470877623 0470877626 9780470877630 0470877634

Source: 3F1EAF4C-27F8-44AE-BB1B-0431F06E8D69 OverDrive, Inc. http://www.overdrive.com

LCCN:

Nat. Bib. No.: GBB075278 bnb

Nat. Bib. Agency Control No.: 015583428 Uk

Subjects--Topical Terms:
Marketing.
Marketing
Marketing.
marketing.
BUSINESS & ECONOMICS--Distribution.
BUSINESS & ECONOMICS--Marketing--General.
Marketing

LC Class. No.: HF5415 / .K4443 2010a

Dewey Class. No.: 658.8