凱洛格論市場行銷(Kellogg on Marketing)

《凱洛格論市場行銷(Kellogg on Marketing)》是由愛麗絲·M·蒂博特,博比·J·考爾德所著的書，出版於2010年8月9日。

基本介紹

• 中文名：凱洛格論市場行銷(Kellogg on Marketing)
• 作　　者：愛麗絲·M·蒂博特,博比·J·考爾德
• 出版時間：2010-08-09
• 正文語種：英文

基本信息

作　者/Author: Alice M. Tybout（愛麗絲·M·蒂博特），Bobby J. Calder（博比·J·考爾德） 著

出 版 社/Publisher: John Wiley & Sons

中文書名/Chinese Title: 凱洛格論市場行銷 ISBN: 9780470580141

出版時間/Publication Date: 2010-08-09

版　次/Edition: 2

頁　數/Pages: 448

裝　幀/Format: 精裝

正文語種/Language: 英文

Alice M. Tybout is the Harold T. Martin Professor of Marketing and a former chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. She is academic director of the consumer marketing strategy program and the branding program at Kellogg's Allen Center, the author of more than forty articles and book chapters, a consultant for leading companies, including Abbott Laboratories, Coca-Cola Company, and Pfizer, and a member of the board of directors of RHR International.

Bobby J. Calder is the Charles H. Kellstadt Professor of Marketing and the current chairperson of the Department of Marketing at the Kellogg School of Management, Northwestern University. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen Hamilton. He is the author of numerous research studies and articles. He has been a consultant to companies such as Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, Tribune Co., and Time Warner.

博比·J·考爾德，是美國西北大學凱洛格商學院心理學教授、查爾斯·H·凱爾斯特（Charles H. Kellstadt）市場行銷教授，也是麥迪爾新聞學院的新聞學教授。此外，他還是美國西北大學媒體管理中心研究室的主管、凱洛格媒體MBA教育項目的聯合主管。在過去的職業生涯中，博比·J·考爾德還曾在賓夕法尼亞大學（University of Pennsylvania）的沃頓商學院（Wharton School）以及伊利諾伊大學（University of Illinois）任過教。博比·J·考爾德還是凱洛格整合市場行銷項目的聯合主管。他從位於美國查珀爾希爾（Chapel Hill）的北卡羅萊納大學（University of North Carolina）獲得學士學位、碩士學位和博士學位。

編輯推薦 Editorial Reviews

凱洛格學院是全球排行第一的商學院，一直位於市場行銷領域的最前列。《凱洛格論市場行銷》包含了當今最優秀的行銷學家的思想。此書對已被證實的市場行銷理論進行了詳細的講解，並對新的理論提出了獨樹一幟的見解。書中提供的市場行銷信息是廣大讀者通向成功的捷徑。

內容簡介 Book Description

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.

全球排行第一的商學院——凱洛格商學院，您提供頂尖的商業智慧，具有創造性的，高度有效的行銷解決方案。

美國西北大學凱洛格學院是世界頂級院校之一，市場行銷學是它的傳統強項。本書包含了這所院校有關市場行銷策略的核心思想，為學習市場行銷學的人提供了寶貴的借鑑。書中收集了大量以菲利普·科特勒先生為代表的國際知名教授的觀點。當各行業的管理人員陷入市場行銷困境時，請參閱本書，它為你提供了鮮活生動的、具有創造性的、高度有效的解決方案。

本書獨闢蹊徑，匯集了現代商業的智慧與精華。其價值對於想在市場行銷領域獲得成功的各界人士（尤其是經營者、管理者和行銷顧問）是無法估量的。