(Ebook) Kellogg on Marketing by Alice M. Tybout, Bobby J. Calder, Philip Kotler ISBN 9780470580141, 9780470877623, 9780470877388, 9780470877630, 9781119199892, 0470877626, 0470877634, 1119199891, 0470580143

(Ebook) Kellogg on Marketing by Alice M. Tybout, Bobby J. Calder, Philip Kotler ISBN 9780470580141, 9780470877623, 9780470877388, 9780470877630, 9781119199892, 0470877626, 0470877634, 1119199891, 0470580143

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, and Internal Branding; With a foreword by Philip Kotler; The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing.� Abstract: This business classic has been thoroughly 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.�