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A fresh take on core marketing concepts and key contemporary issues
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 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.
Building on the coverage in the now-classic first edition, this Second Edition features new material and perspectives on:
The changing nature of distribution, including new digital channels
Advertising on blogs, Web sites, YouTube, and more
The effects of social media on branding
Marketing to customers in underdeveloped or developing markets
Innovating successfully in an age of short product life cycles
Adopting a customer focus throughout your organization
And much more
Whether you're new to marketing or have many years' 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.
A fully updated edition from the leading MBA marketing program
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:
The latest emerging opportunities and challenges for marketers
The branding uses of social media and consumer-generated media
Recent developments in advertising, distribution, pricing, and branding in markets around the world
Connecting marketing to other functional areas such as sales and operations for increased impact
Customer-centric practices for frontline employees, salespeople, those in operations, and others
Techniques for marketing to lower-income consumers
Using innovation to find new customers in a hypercompetitive economy
Strategies for effective social innovation
Management of product lines and brand portfolios
The content of the book is rich, the book provide good insight about marketing, I selected this reference because I was looking for marketing introduction essence from... Read morePublished 15 months ago by Emad Siyada