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Titel: Kellogg On Marketing 2nd
Auteur: A Tybout
ISBN: 9780470580141
Conditie: Beetje gebruikt

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:

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  The changing nature of distribution, including new digital channels


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  Advertising on blogs, Web sites, YouTube, and more


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  The effects of social media on branding


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  Marketing to customers in underdeveloped or developing markets


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  Innovating successfully in an age of short product life cycles


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  Adopting a customer focus throughout your organization


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  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.

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