Kellogg On Integrated Marketing
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Kellogg On Integrated Marketing
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Author : Dawn Iacobucci
language : en
Publisher: John Wiley & Sons
Release Date : 2002-11-12
Kellogg On Integrated Marketing written by Dawn Iacobucci and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-11-12 with Business & Economics categories.
This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from: - Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang
Kellogg On Integrated Marketing
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Author : Dawn Iacobucci
language : en
Publisher: Wiley
Release Date : 2003
Kellogg On Integrated Marketing written by Dawn Iacobucci and has been published by Wiley this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with categories.
Kellogg On Marketing
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Author : Dawn Iacobucci
language : en
Publisher: John Wiley & Sons
Release Date : 2001-06-18
Kellogg On Marketing written by Dawn Iacobucci and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-06-18 with Business & Economics categories.
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." —Betsy D. Holden, President and CEO, Kraft Foods "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." —Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company "The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." —Robert A. Eckert, Chairman and CEO, Mattel, Inc. "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." —Mel Bergstein, Chairman and CEO, Diamond Technology Partners "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." —Ronald W. Dollens, President, Guidant Corporation
Kellogg On Advertising And Media
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Author : Bobby J. Calder
language : en
Publisher: John Wiley & Sons
Release Date : 2012-06-29
Kellogg On Advertising And Media written by Bobby J. Calder and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06-29 with Business & Economics categories.
In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.
Kellogg On Marketing
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Author : Dawn Iacobucci
language : en
Publisher:
Release Date : 2001
Kellogg On Marketing written by Dawn Iacobucci and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Marketing categories.
From the Kellogg School of Management at Northwestern University, the most prestigious school in marketing, comes this anthology of the best and most influential cutting-edge thinking on marketing strategy. Featuring chapters written by Kellogg's world-renowned marketing faculty - including Philip Kotler, the 'guru' of the field - Kellogg on Marketing explores three key areas of discussion: new approaches to the fundamental marketing concepts - segmentation, targeting, and positioning; changing strategies for the key marketplace tools, referred to as the 4Ps (product, price, promotion, place);
Kellogg On Branding
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Author : Alice M. Tybout
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-07
Kellogg On Branding written by Alice M. Tybout and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-07 with Business & Economics categories.
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Kellogg On Marketing
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Author : Alice M. Tybout
language : en
Publisher: John Wiley & Sons
Release Date : 2010-08-05
Kellogg On Marketing written by Alice M. Tybout and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-08-05 with Business & Economics categories.
The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.
Networks In Marketing
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Author : Dawn Iacobucci
language : en
Publisher: SAGE
Release Date : 1996-08-07
Networks In Marketing written by Dawn Iacobucci and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996-08-07 with Business & Economics categories.
An overview of what networks are and how they are used in marketing management practices is provided in this volume. Leading scholars in the field examine various types of relationships including: customer-to-customer networks; relationships as investment opportunities; and strategic alliances. They also investigate market dynamics and structure and consumer networks. In conclusion, several advanced methodological issues and future research directions are examined. In addition to the main research chapters, key figures contribute their own reflections on the topic.
What Is Marketing
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Author : Harvard Business Review
language : en
Publisher: Harvard Business Review Press
Release Date : 2006-10-01
What Is Marketing written by Harvard Business Review and has been published by Harvard Business Review Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-10-01 with Business & Economics categories.
Sometimes you need more then a one-sentence answer. While the term marketing generally refers to what a company does to create value for customers, practicing marketers know they have a major role in setting their company’s strategic direction. Successful marketing requires a deep knowledge of customers, competitors, and collaborators—and great skill in serving customers profitably. The book provides the foundation for developing those skills and insights. It’s organized according to the design of the first-year marketing course in Harvard Business School’s MBA program. Each chapter was written by HBS faculty and used by MBA students to analyze marketing opportunities and develop and execute successful marketing strategies. Areas covered include: Consumer behavior Business-to-business markets The four P’s-product, placement, promotion and price Market segmentation, target market selection, and positioning Unique value propositions The design of new products and services Product line extensions and repositioning of exciting businesses Brand valuation and brand equity Fulfillment and after-sale service Direct, retail, and wholesale distribution channels and networks Marketing communications and promotions Advertising, public relations, and choice of media Pricing for profitability Personal selling and sales management Customer relationship management and customer privacy Customer acquisition, retention, and dismissal Basic math for making marketing decisions Timeless yet timely, this book provides valuable background information for understanding and interpreting business and competition from a marketing point of view. That makes it useful in both formal and informal educational settings, including on-the-job training. Simply put, it’s required reading for marketing students and a must-have recourse for marketing professionals.
Imc The Next Generation
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Author : Don Schultz
language : en
Publisher: McGraw-Hill
Release Date : 2004
Imc The Next Generation written by Don Schultz and has been published by McGraw-Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
This guide offers a contemporary approach to the Integrated Marketing Communications (IMC) model that emphasizes narrowing in upon what specific customers and prospects and potential prospects, stakeholders, shareholders, and employees see and hear about an entire organization.