Kellogg On Marketing

Author: Alice M. Tybout
Editor: John Wiley & Sons
ISBN: 9780470877630
Size: 17,96 MB
Format: PDF, ePub, Docs
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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.

Kellogg On Marketing

Author: Dawn Iacobucci
Editor: John Wiley & Sons
ISBN: 0471054046
Size: 13,80 MB
Format: PDF, ePub, Mobi
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Kellogg On Integrated Marketing

Author: Dawn Iacobucci
Editor: John Wiley & Sons
ISBN: 9780471204763
Size: 20,55 MB
Format: PDF, ePub, Mobi
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This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from: - Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang

Kellogg On Branding

Author: Alice M. Tybout
Editor: John Wiley & Sons
ISBN: 9781118046036
Size: 18,75 MB
Format: PDF
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The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

Marketing

Author: David Stokes
Editor: Cengage Learning EMEA
ISBN: 9781844805525
Size: 11,68 MB
Format: PDF, Docs
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The chapters are very contemporary and address the current issues in marketing. The book will help lecturers and students by providing practical activities that will help to consolidate and enhance learning in the area of marketing. Frances Ekwulugo, University of Westminster Marketing, a brief introduction is an accessible and engaging introduction to the practice and theory of marketing. The book is based on an active learning approach which is demonstrated through a series of short case studies, practical examples and activities which encourages students to draw upon their own experiences. Marketing principles are effectively applied to a wide variety of contemporary contexts: entrepreneurial and small business contexts, the not-for-profit as well as the private sector, business to business markets and business to consumer marketing. As an introductory text it is written for students fresh into the study of marketing. It can be used in the classroom by students following full or part-time business and management courses at university or college but is also suitable for those studying at home as part of a distance learning program or for their own interest and self-development.

Kellogg On Advertising And Media

Author: Bobby J. Calder
Editor: John Wiley & Sons
ISBN: 1118429117
Size: 16,96 MB
Format: PDF, ePub, Docs
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In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.

Kellogg On Branding In A Hyper Connected World

Author:
Editor: John Wiley & Sons
ISBN: 111953318X
Size: 20,87 MB
Format: PDF
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World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Kellogg On China

Author: Anuradha Dayal-Gulati
Editor: Northwestern University Press
ISBN: 0810122251
Size: 10,48 MB
Format: PDF, ePub, Docs
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As China continues to implement its commitments agreed upon with membership into the World Trade Organization (WTO), the environment for multinational corporations is changing rapidly. This book examines some of the changes WTO accession is bringing to the market environment and different sectors of the economy, and the resulting challenges and opportunities for companies doing business in China. The book draws on extensive field research with Chinese corporate executives, government officials, and representatives of nongovernmental organizations. Based on the findings from these interviews, the authors provide insights and strategies for companies seeking to establish a sustainable competitive advantage in the country's evolving marketplace.

Kellogg S To Go Breakfast Shake At The Danish Market

Author: Beway Bakir
Editor: GRIN Verlag
ISBN: 3656885222
Size: 19,11 MB
Format: PDF, ePub
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Seminar paper from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, University of Hertfordshire, language: English, abstract: In the USA, Kellogg's launched "To Go" breakfast drinks back in 2013, targeting both males and females that are health conscious but who skip breakfast because of a busy lifestyle (Vierhile, 2013 and Kellogg's.com, a). The reason for this introduction might perhaps have been due to the changing eating behaviour in the USA and the falling cereal market (Choi, 2013) and (The New York Times, 2013). As the same scenario is present in Denmark there is a need for presenting a non-cereal product to the market. Indeed, sales figures show a slight fall in sales from 2010-2012 (Proff.dk). According to Ansoff this approach would be: presenting a new product to an existing market (McDonald & Meldrum, 2013) as Kellogg's currently has several products on this market (Kellogg's.dk). This report therefore aims to carry out a marketing plan for Kellogg's "To Go" breakfast shake on the Danish market. Gilligan & Hird (1986) suggests that before applying any strategies in a marketing plan, it is imperative that market analyses are carried out. This is therefore made to determine if there is an existing market and to be able to apply strategies based on the analyses.

Marketing Management

Author: Dawn Iacobucci
Editor: Cengage Learning
ISBN: 1337271128
Size: 11,24 MB
Format: PDF
Read: 806
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Now readers can master the core concepts in marketing management that undergraduate marketing majors, first-year MBA or EMBA student or advanced learners need with the detailed material in Iacobucci’s MARKETING MANAGEMENT, 5E. Readers are able to immediately apply the key concepts they have learned to cases, group work, or marketing-driven simulations. MARKETING MANAGEMENT, 5E reflects all aspects of the dynamic environment facing today’s marketers. Engaging explanations, timely cases and memorable examples help readers understand how an increasingly competitive global marketplace and current changes in technology impact the marketing decisions that today’s managers must make every day. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.