Kellogg on marketing

• Titel: Kellogg on marketing
• Titelzusatz: the marketing faculty of the Kellogg School of Management
• Mitwirkende: Chernev, Alexander [HerausgeberIn]
• Mitwirkende: Kotler, Philip [HerausgeberIn]
• Verf.angabe: edited by Alexander Chernev, Philip Kotler
• Ausgabe: Third edition.
• Verlagsort: Hoboken, New Jersey
• Verlag: John Wiley & Sons, Inc.
• E-Jahr: 2023
• Jahr: [2023]
• Umfang: 1 online resource (xiii, 417 pages)
• Illustrationen: illustrations (chiefly color)
• Fussnoten: Includes bibliographical references. - Description based on online resource; title from digital title page (viewed on April 13, 2023)
• ISBN: 978-1-119-90625-4
• ISBN: 1-119-90625-3
• ISBN: 978-1-119-90626-1
• ISBN: 1-119-90626-1
• ISBN: 978-1-119-90624-7
• Datenträger: Online-Ressource
• Sprache: eng
• Bibliogr. Hinweis: Erscheint auch als : Druck-Ausgabe
• Sach-SW: Marketing
• K10plus-PPN: 1859056512
• K10plus-PPN:
  Universitätsbibliothek
• Lokale URL UB: Zum Volltext
• Lokale URL UB: Bibliothek der Medizinischen Fakultät Mannheim der Universität Heidelberg
• Bibliothek/Idn: UW / m4373592004
• Lokale URL Inst.: Zum Volltext

Abstract

"An overview of the most important topics in marketing from the faculty of Kellogg--the world #1 MBA program in marketing. Many faculty contributors are also industry veterans, including Jim Lecinski (former VP at Google), Kevin McTigue (former SVP at SapientRazorfish), and Tom O'Toole (former CMO of United Airlines). Kellogg on Marketing, 3d edition, explains both the basics of marketing and digital marketing as well as hot new topics like marketing on platforms (such as Amazon and Facebook), and how marketing can drive positive social change. Core topics in the book that every marketer should know include branding, data-drive-marketing, marketing for business growth and marketing strategy"--