Kellogg on MarketingAlice M. Tybout, Bobby J. Calder 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. |
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achieve activities advantage advertising alternatives approach associated attractive become behavior benefits better brand positioning build buyers challenge channel Chapter choice communications company’s competitive competitors concept consider consumers cost Courier Westford create culture customers decisions demand developed direct distribution effective effort employees established example existing experience explanation Figure firm focus focusing functional goal groups identify important increase innovation insight JWBT313-Tybout February 21 Kellogg on Marketing knowledge less lower Management manufacturer marketing research means needs offering organization percent performance point of difference positioning statement potential preferences presented Printer Name problem profit provides purchase reason requires response result retailers sales force segment selling serve share shows social strategy success superior target understanding University users