Kellogg on Marketing

bThe business classic, fully revised and updated for today's marketers/bppThe second edition of iKellogg on Marketing/i provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today.ulliIncludes 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 BrandingliWith a foreword by Philip KotlerliThe Kellogg School of Management is recognized around the world as the leading MBA program in Marketing/ulpAlong with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.