Kellogg on Marketing

Kellogg on Marketing

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<b>The business classic, fully revised and updated for today's marketers</b> <p>The second edition of <i>Kellogg on Marketing</i> provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today.</p> <ul> <li>Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding</li> <li>With a foreword by Philip Kotler</li> <li>The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing</li> </ul> <p>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.</p>