Kellogg on marketing
Wiley, 2001 - Business & Economics - 427 pages
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."
"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."
"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy."
"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."
"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."