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Kellogg on Marketing Hardcover – August 31, 2010


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Kellogg on Marketing + Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management + Kellogg on Strategy : Concepts, Tools, and Frameworks for Practitioners
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Product Details

  • Hardcover: 448 pages
  • Publisher: Wiley; 2 edition (August 31, 2010)
  • Language: English
  • ISBN-10: 0470580143
  • ISBN-13: 978-0470580141
  • Product Dimensions: 9.1 x 6.4 x 1.4 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #39,690 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

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.

From the Back Cover

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

  • Internal branding

  • And more

Customer Reviews

4.6 out of 5 stars
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See all 9 customer reviews
I just started reading the new book, but it seems of similar excellence.
R. Figgins
This book has very interesting chapters, with different approaches for many marketing issues.
kavita
I definitely recommend this book to anyone who wants to understand marketing.
Rhys

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By R. Figgins on March 25, 2013
Format: Hardcover
*WHO AM I?*

An MBA student at Thunderbird School of Global Management

*WHAT DO I THINK ABOUT THE BOOK?*

Truly, a masterpiece. I was struggling to understand marketing, purchased this book because it was written by faculty at the top school of marketing in the world and published by the best publisher of technical books (arguably) in the world(J. Wiley), and was astounded. The first chapter is intellectually akin to being blasted into space on a rocket and looking back to see the world, except you are looking at the big picture of marketing and how all business feeds into it (or from it). This one chapter is worth the price of the book if you are a marketing novice, but will also serve as a wonderful realignment for those who have been in marketing for a while and have forgotten the big picture of marketing.

The rest of the book tackles subject after subject. You will be able to hold a strategic marketing conversation with anyone after reading the book. Read it twice and you'll be commanding in your knowledge of marketing. I liked the book so much that I bought Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know, which is also by Kellogg faculty and J. Wiley. I just started reading the new book, but it seems of similar excellence.

*IF YOU ARE ON THE FENCE, BUY IT! I AM LOOKING AT MY BOOKSHELF OF 300 BOOKS AND IT IS ONE OF THE 2 OR 3 BEST BOOKS I OWN*
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2 of 2 people found the following review helpful By Rhys on March 12, 2013
Format: Hardcover Verified Purchase
I was a little bit concerned about buying this book, I thought it might be difficult to read. I am happy to say it is very well written and I am enjoying every minute of it. I definitely recommend this book to anyone who wants to understand marketing. I wish I had a book like thIs 10 years ago.
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1 of 1 people found the following review helpful By Ashley Konson on October 3, 2012
Format: Hardcover Verified Purchase
I'm a consultant and educator. In helping clients to recognize that smart marketing strategy requires effective market segmentation I often recommend they read Identifying Market Segments and Selecting Targets (Tybout, Alice M., and Grayson Kent), just one of the three chapters in Kellogg on Marketing, 2nd Edition, that are each in their own right worth the price of this book. (Chapter 1, Creating Customers and Shaping the Competitive Game and Chapter 4, Developing a Compelling Brand Positioning). These are just three of the chapters in this book that I've found to be valuable additions to the marketing literature.
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1 of 1 people found the following review helpful By danlozo on December 4, 2012
Format: Hardcover Verified Purchase
I've learned a great deal about marketing simply by reading this book. I highly recommend to anyone regardless of their background. We used this book in my intro to marketing class and I've already applied many of its concept on the job.
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By kavita on October 13, 2012
Format: Hardcover Verified Purchase
This book has very interesting chapters, with different approaches for many marketing issues.
It's useful for classes discussions about these topics.
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