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Kellogg on Marketing
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Produktbeschreibungen
Betsy D. Holden, President and CEO, Kraft Foods
"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."
Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company
"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."
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7 Rezensionen
19 von 21 Kunden fanden die folgende Rezension hilfreich
A must for anyone in marketing!
8. Dezember 2000
Format:Gebundene Ausgabe
This book is sure to be the new marketing bible. Filled with not only the basics of marketing principles--but insight into where marketing/sales/advertising are crossing the lines in the new economy. As a Senior marketing professional who did not get their MBA, I can say that this book will have a useful life on my bookshelf.
9 von 9 Kunden fanden die folgende Rezension hilfreich
Insightful at times, but uneven in execution
29. Juni 2001
Format:Gebundene Ausgabe
I realize the authors are among the top thinkers in their field. Their brilliance shines through on page after page of this book. However, some chapters are too basic, while others are clearly watered down versions of seriously advanced academic writing, leaving the reader at times bewildered and at others aching for more depth. Of course, your own training may affect which is which.
I recommend the book for anyone with a basic to intermediate marketing background, looking to flesh out his or her understanding of the practice. More advanced readers will find nuggets here and there, but mostly will cover familiar ground. I do have to say there is enough depth and new insights that even the long time professional marketer will find something new to consider. Beginners start elsewhere.
15 von 18 Kunden fanden die folgende Rezension hilfreich
It's about time
15. November 2000
Format:Gebundene Ausgabe
It's about time that the #1 Marketing Department in the world actually got their say, and they do it here. This book leverages both the established wisdom of the department (Phil Kotler, Lou Stern, etc.) as well as some of the best thinkers in the area of consumer behavior. If you want a comprehensive, current perspective on marketing, look no further. Kellogg on Marketing delivers the goods.
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