Kellogg on Marketing

by Bobby J. Calder, Philip Kotler, Alice M. Tybout

Book Overview

The 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,...

• Format: Hardcover
• Language: English
• ISBN: 0470580143
• ISBN13: 9780470580141
• Release Date: August 2010
• Publisher: Wiley
• Length: 448 Pages
• Weight: 1.52 lbs.
• Dimensions: 1.4" x 6.4" x 9.1"