Kellogg on Marketing

Kellogg on Marketing

eBook - 2001
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WILEY
Praise for Kellogg on Marketing

"The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success."
—Betsy D. Holden, President and CEO, Kraft Foods

"Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing."
—Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company

"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy."
—Robert A. Eckert, Chairman and CEO, Mattel, Inc.

"This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing."
—Mel Bergstein, Chairman and CEO, Diamond Technology Partners

"New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School."
—Ronald W. Dollens, President, Guidant Corporation
Praise for Kellogg on Marketing

"The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success."
—Betsy D. Holden, President and CEO, Kraft Foods

"Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing."
—Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company

"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy."
—Robert A. Eckert, Chairman and CEO, Mattel, Inc.

"This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing."
—Mel Bergstein, Chairman and CEO, Diamond Technology Partners

"New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School."
—Ronald W. Dollens, President, Guidant Corporation

Baker & Taylor
"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" "When executives and professionals want thought leadership in marketing, they look to one place: The Kellogg School of Management. For years, Kellogg has set the standard for combining cutting-edge research with real-world insight, sending its graduates to the Marketing departments of today's---and tomor-row's---most dynamic enterprises. Now, Kellogg on Marketing, Second Edition gives you unique access to a complete course on marketing from this program's renowned faculty." "In fully updated and all-new chapters, this Second Edition takes on all the key questions and challenges you'll find in the current marketing landscape, including social media, product innovation, user-generated branding, and more. At the same time, the expert authors convincingly demonstrate how---and which---fundamental concepts continue to guide sound marketing practice." "Building on the coverage in the now-classic first edition, this Second Edition features new material and perspectives on" "Whether you're new to marketing or have many year's experience, Kellogg on Marketing, Second Edition supplies you with both strategic insights and on the ground examples so you can deepen your knowledge base and create winning, profitable marketing plans."--BOOK JACKET.

Book News
Seventeen contributions from members of the Kellogg marketing faculty discuss the research, development, and implementation of marketplace strategies. The text is designed to help scholars and marketing professionals understand the New Economy and the ways in which businesses must adapt their marketing strategies to remain competitive. A sampling of topics includes new product development, understanding consumers, quantitative and qualitative market research, advertising, pricing strategies, customer service, and marketing in the age of information democracy. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Baker
& Taylor

The nation's most presigious marketing school opens its intellectual coffers to share insights into new strategies and predict the future of marketing in the new economy. 70,000 first printing. $75,000 ad/promo.

Publisher: New York ; Chichester : Wiley, c2001
ISBN: 9780471054047
0471054046
9780471353997
047135399X
Characteristics: 1 online resource (xx, 427 p.) : ill

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