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Kellogg on marketing / edited by Alice M. Tybout, Bobby J. Calder.

Contributor(s): Material type: TextPublication details: Hoboken, N.J. : Wiley, �2010.Edition: 2nd edDescription: 1 online resource (xix, 426 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781119199892
  • 1119199891
  • 9780470877623
  • 0470877626
  • 9780470877630
  • 0470877634
Subject(s): Additional physical formats: Print version:: Kellogg on marketing.DDC classification:
  • 658.8 22
LOC classification:
  • HF5415 .K4443 2010a
Online resources:
Contents:
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.
Summary: 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.
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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.

Print version record.

John Wiley and Sons Wiley Online Library: Complete oBooks

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