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Item Information       Summary     More Content     Subjects     Marketing.     Browse Catalog       by title:      Kellogg on marketing...         MARC Display

Kellogg on marketing / edited by Alice M. Tybout, Bobby J. Calder. Hoboken, N.J. : Wiley, c2010. Subjects Marketing. ISBN:  9780470580141 (hardback) : 0470580143 (hardback) Description:  xix, 426 p. : ill. ; 24 cm. Edition:  2nd ed. Requests:  0 Summary:  "When executives and professionals want sound 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 tomorrow'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." --BOOK JACKET.   Copy/Holding information No Item Information

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