Kellogg on Marketing [Hardcover]

Dawn Iacobucci (Author)

Book Description

ISBN-10: 047135399X | ISBN-13: 978-0471353997 | Publication Date: January 15, 2000 | Edition: 1

Praise for Kellogg on Marketing

"The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success."
—Betsy D. Holden, President and CEO, Kraft Foods

"Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing."
—Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company

"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy."
—Robert A. Eckert, Chairman and CEO, Mattel, Inc.

"This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing."
—Mel Bergstein, Chairman and CEO, Diamond Technology Partners

"New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School."
—Ronald W. Dollens, President, Guidant Corporation

Editorial Reviews

From the Inside Flap

Here is the best cutting-edge thinking on marketing strategy from the world's leading institution for studying marketing: the renowned Kellogg School of Management at Northwestern University. Gathering multiple perspectives from such internationally distinguished professors as Kellogg's marketing guru Philip Kotler, this is the first book to compile a wide array of business expertise from a top school-providing executives and managers in any industry with creative, highly effective solutions to a variety of marketing dilemmas.

Destined to become a marketing classic, Kellogg on Marketing includes individual chapters written by Kellogg marketing professors and covers key areas of discussion such as:
* New twists on fundamental marketing concepts: segmentation, targeting, and positioning
* Marketplace tools, referred to as the 4P's: product, price, promotion, and place
* The future of marketing

Building on the successful model of Wharton on Dynamic Competitive Strategy, the unique collection of business wisdom in Kellogg on Marketing will be invaluable to marketing executives, managers, consultants, and MBA students focused on successful careers in marketing.

From the Back Cover

Praise for Kellogg on Marketing

"The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." -Betsy D. Holden, President and CEO, Kraft Foods

"Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." -Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company

"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." -Robert A. Eckert, Chairman and CEO, Mattel, Inc.

"This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." -Mel Bergstein, Chairman and CEO, Diamond Technology Partners

"New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School." -Ronald W. Dollens, President, Guidant Corporation

See all Editorial Reviews

Product Details

• Hardcover: 427 pages
• Publisher: Wiley; 1 edition (January 15, 2000)
• Language: English
• ISBN-10: 047135399X
• ISBN-13: 978-0471353997
• Product Dimensions: 8.8 x 6.4 x 1.4 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #454,547 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

19 of 21 people found the following review helpful:

5.0 out of 5 stars A must for anyone in marketing!, December 8, 2000

By 

[e-mail] (New York, NY) - See all my reviews

This review is from: Kellogg on Marketing (Hardcover)

This book is sure to be the new marketing bible. Filled with not only the basics of marketing principles--but insight into where marketing/sales/advertising are crossing the lines in the new economy. As a Senior marketing professional who did not get their MBA, I can say that this book will have a useful life on my bookshelf.

9 of 9 people found the following review helpful:

4.0 out of 5 stars Insightful at times, but uneven in execution, June 28, 2001

By 

Michael G (San Francisco, CA United States) - See all my reviews

This review is from: Kellogg on Marketing (Hardcover)

I realize the authors are among the top thinkers in their field. Their brilliance shines through on page after page of this book. However, some chapters are too basic, while others are clearly watered down versions of seriously advanced academic writing, leaving the reader at times bewildered and at others aching for more depth. Of course, your own training may affect which is which.

I recommend the book for anyone with a basic to intermediate marketing background, looking to flesh out his or her understanding of the practice. More advanced readers will find nuggets here and there, but mostly will cover familiar ground. I do have to say there is enough depth and new insights that even the long time professional marketer will find something new to consider. Beginners start elsewhere.

15 of 18 people found the following review helpful:

5.0 out of 5 stars It's about time, November 15, 2000

By 

A Customer - See all my reviews

This review is from: Kellogg on Marketing (Hardcover)

It's about time that the #1 Marketing Department in the world actually got their say, and they do it here. This book leverages both the established wisdom of the department (Phil Kotler, Lou Stern, etc.) as well as some of the best thinkers in the area of consumer behavior. If you want a comprehensive, current perspective on marketing, look no further. Kellogg on Marketing delivers the goods.