Synopsis
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.
Booknews
Seventeen contributions from members of the Kellogg marketing faculty discuss the research, development, and implementation of marketplace strategies. The text is designed to help scholars and marketing professionals understand the New Economy and the ways in which businesses must adapt their marketing strategies to remain competitive. A sampling of topics includes new product development, understanding consumers, quantitative and qualitative market research, advertising, pricing strategies, customer service, and marketing in the age of information democracy. Annotation c. Book News, Inc., Portland, OR (booknews.com)