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Kellogg on Marketing Hardcover – August 31, 2010
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From the Inside Flap
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
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
Top Customer Reviews
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*
It's useful for classes discussions about these topics.
Most Recent Customer Reviews
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 19 months ago by Emad Siyada