Kellogg on Marketing
Alice M. Tybout, Bobby J. Calder
John Wiley & Sons, Aug 5, 2010 - Business & Economics - 448 pages
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.
Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.
What people are saying - Write a review
Excellent Book that gives a clear perspective on Marketing, upto the latest biz trends.
Vijayashankar - http://vijayashankar.emurse.com
The most useful book ever written on marketing !
Easy to understand and fun to read !! This book makes learning easy and understanding the concept and strategies a cakewalk !
Marketing to Consumers at the Bottom of the Pyramid 287