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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.