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Kellogg On Marketing

Tybout

9780470580141 - Kellogg On Marketing
Secondhand

Article description

The business classic, fully revised and updated for todaysmarketers 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.

Specifications

Author Tybout
ISBN/EAN 9780470580141
Can't be ordered

Article description

The business classic, fully revised and updated for todaysmarketers 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.

Specifications

Author Tybout
ISBN/EAN 9780470580141