#336462 in eBooks 2010-08-05 2010-08-05File Name: B003Z0CQWC
2 of 2 people found the following review helpful. OutstandingBy Ashley KonsonI'm a consultant and educator. In helping clients to recognize that smart marketing strategy requires effective market segmentation I often recommend they read Identifying Market Segments and Selecting Targets (Tybout, Alice M., and Grayson Kent), just one of the three chapters in Kellogg on Marketing, 2nd Edition, that are each in their own right worth the price of this book. (Chapter 1, Creating Customers and ShapingFrom the Inside FlapA 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 withThe business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Ke... [PDF.gi46] Kellogg on Marketing Rating: 4.57 (504 Votes)
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