Kellogg on marketing / edited by Alice M. Tybout, Bobby J. Calder.

Includes bibliographical references and index.

'The first edition of Kellogg on Marketing set a high standard with a cutting-edge presentation of the best knowledge and practices in the field. Now, the Second Edition of this benchmark guide breaks new ground, providing fresh perspectives on timeless fundamental issues as well as the latest ideas. This includes''When 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 tomor-row'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''Whether you're new to marketing or have many year's 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.