Kellogg on Marketing
A fresh take on core marketing concepts and key contemporary issuesWhen executives and professionals want thought leadership in marketing, they look to one place: The Kellogg School of Management. For years, Kellogg has set the standard for combining cutting-edge research with real-world insight, sending its graduates to the marketing departments of today's—and tomorrow's—most dynamic enterprises. Now, Kellogg on Marketing, Second Edition gives you unique access to a complete course on marketing from this program's renowned faculty.In fully updated and all-new chapters, this Second Edition takes on all the key questions and challenges you'll find in the current marketing landscape, including social media, product innovation, user-generated branding, and more. At the same time, the expert authors convincingly demonstrate how—and which—fundamental concepts continue to guide sound marketing practice.Building on the coverage in the now-classic first edition, this Second Edition features new material and perspectives on:The changing nature of distribution, including new digital channelsAdvertising on blogs, Web sites, YouTube, and moreThe effects of social media on brandingMarketing to customers in underdeveloped or developing marketsInnovating successfully in an age of short product life cyclesAdopting a customer focus throughout your organizationAnd much moreWhether you're new to marketing or have many years' experience, Kellogg on Marketing, Second Edition supplies you with both strategic insights and on-the-ground examples so you can deepen your knowledge base and create winning, profitable marketing plans.