Kellogg on marketing : the marketing faculty of the Kellogg School of Management

Chernev, Alexander, (editor.). Kotler, Philip, (editor.).

Summary: "An overview of the most important topics in marketing from the faculty of Kellogg--the world #1 MBA program in marketing. Many faculty contributors are also industry veterans, including Jim Lecinski (former VP at Google), Kevin McTigue (former SVP at SapientRazorfish), and Tom O'Toole (former CMO of United Airlines). Kellogg on Marketing, 3d edition, explains both the basics of marketing and digital marketing as well as hot new topics like marketing on platforms (such as Amazon and Facebook), and how marketing can drive positive social change. Core topics in the book that every marketer should know include branding, data-drive-marketing, marketing for business growth and marketing strategy"--

Record details

ISBN: 9781119906247
ISBN: 1119906261
ISBN: 9781119906261
ISBN: 1119906253
ISBN: 9781119906254
Physical Description: 1 online resource (xiii, 417 pages) : illustrations (chiefly color)
remote
Edition: Third edition.
Publisher: Hoboken, New Jersey : John Wiley & Sons, Inc., [2023]

Content descriptions

Bibliography, etc. Note:	Includes bibliographical references.
Source of Description Note:	Description based on online resource; title from digital title page (viewed on April 13, 2023).