The second edition of this book provides Kellogg’s unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. The book focuses on fundamental marketing strategy. These topics include: segmentation, targeting and positioning, consumer insight, building and managing brands and marketing research. Faculty who authored chapters on these topics in the first edition has revised their chapters to reflect changes in the field.
| Author | Alice M. Tybout |
|---|---|
| Language | English |
| Publisher | BENNETT COLEMAN AND TIMES GROUP |
| Pages | 448 |
| Year/Edtion | 2010 |
| Subject | N/A |
| Contents | N/A |
| About Athor | N/A |
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