Kellogg on Marketing - Hardcover

Iacobucci, Dawn

Hardcover

ISBN 10: 047135399X ISBN 13: 9780471353997

Publisher: Wiley, 2000

Synopsis

Praise for Kellogg on Marketing

"The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success."
—Betsy D. Holden, President and CEO, Kraft Foods

"Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing."
—Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company

"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy."
—Robert A. Eckert, Chairman and CEO, Mattel, Inc.

"This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing."
—Mel Bergstein, Chairman and CEO, Diamond Technology Partners

"New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School."
—Ronald W. Dollens, President, Guidant Corporation

About this title

From the Inside Flap:

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.

About the Author:

DAWN IACOBUCCI is Professor of Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.

About this edition

• Publisher: Wiley
• Publication date: 2000
• ISBN 10: 047135399X
• ISBN 13: 9780471353997
• Binding: Hardcover
• Edition number: 1
• Number of pages: 427