KELLOGG ON MARKETING (HC)
Publisher ‏ : ‎ Wiley; 3rd edition (April 11, 2023)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 432 pages
ISBN-10 ‏ : ‎ 1119906245
ISBN-13 ‏ : ‎ 978-1119906247
Author : ALEXANDER CHERNEV , Philip Kotler

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From the Inside Flap
The reputation of the Kellogg School of Management as the leader in marketing theory and practice spans more than seven decades. Kellogg’s history involves seminal contributions that have helped define the field of marketing as a business discipline.

Kellogg’s standing in the field of business education, managerial practice, and academic research is reflected in its consistent ranking as the top academic institution for marketing among all major business schools.

Building on Kellogg’s tradition of marketing leadership, Kellogg on Marketing presents the current developments in marketing theory and practice.

Combining cutting-edge research with real-world insight, expert authors―the marketing faculty at the Kellogg School of Management―outline the fundamental marketing concepts and show how the practical application of these concepts can help companies gain and sustain market position.

With a focus on customer centricity and value creation, the ideas presented in this book can help managers design bestselling products and services, develop impactful communication campaigns, and create effective distribution channels.

Insightful and practical, Kellogg on Marketing is the essential reference for everyone seeking to achieve market success: from entrepreneurs to managers working in large companies, from junior marketers to senior executives, from engineers designing a company’s next offerings to creative teams developing the communication campaign promoting these offerings.