Kellogg on Marketing

Author: Don E. Jacobson
Publisher:
Publish Date: 2003-06-01
Features: This book takes a unique approach, compiling the wisdom and essence of modern business. Its value for professionals seeking success in the field of marketing (especially operators, managers, and marketing consultants) is immeasurable. Kellogg School of Management, a top-ranked business school globally, offers you creative and highly effective marketing solutions. Kellogg School of Management at Northwestern University is one of the world's top institutions, with marketing as its traditional strength. This book contains the core ideas of this institution on marketing strategies, providing valuable insights for those studying marketing. It collects the views of internationally renowned professors, such as Mr. Philip Kotler. When managers from various industries face marketing dilemmas, refer to this book—it offers vivid, creative, and highly effective solutions. The book is composed of individual chapters by numerous marketing professors from Kellogg School, covering a wide range of key areas currently being discussed, such as:
1. Basic concepts of marketing: Market segmentation, target market, brand positioning.
2. Marketing tools, also known as the marketing mix (4Ps): Product, Price, Promotion, Place.
3. The future prospects of marketing.