Kellogg on Marketing

Wiley January 15, 2000. 2000. 8vo Hardcover in d/w. 427pp very good. 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. .