Philip (Vorb.) Kotler

Kellogg on Marketing

Ebook (EPUB Format)

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 functio… Mehr

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Produktdetails

Weitere Autoren: Calder, Bobby J. (Hrsg.) / Tybout, Alice M. (Hrsg.)

ISBN: 978-0-470-87763-0
EAN: 9780470877630
Produktnummer: 13903504
Verlag: Wiley
Sprache: Englisch
Erscheinungsjahr: 2010
Seitenangabe: 448 S.
Plattform: EPUB
Masse: 2'653 KB
Auflage: 2. Aufl.

Über den Autor

Alice M. Tybout is the Harold T. Martin Professor of Marketing and a former chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. She is academic director of the consumer marketing strategy program and the branding program at Kellogg's Allen Center, the author of more than forty articles and book chapters, a consultant for leading companies, including Abbott Laboratories, Coca-Cola Company, and Pfizer, and a member of the board of directors of RHR International. Bobby J. Calder is the Charles H. Kellstadt Professor of Marketing and the current chairperson of the Department of Marketing at the Kellogg School of Management, Northwestern University. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen Hamilton. He is the author of numerous research studies and articles. He has been a consultant to companies such as Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, Tribune Co., and Time Warner.