Kellogg on Marketing

Every marketing manager needs to have this book in their library.

The best book after principles of marketing by kotler n other 3 authers.

Best book to get jist of latest marketing strategies

Wonderful articles related to various marketing concepts, each article very insightful and at the same time written in a way that is easy to grasp.

Excellent

good book

I was a little bit concerned about buying this book, I thought it might be difficult to read. I am happy to say it is very well written and I am enjoying every minute of it. I definitely recommend this book to anyone who wants to understand marketing. I wish I had a book like thIs 10 years ago.

This book strips away the hyperbole that so often surrounds marketing to provide a straight forward means of conceiving of potential markets, understanding consumer goals and positioning products/services to compete. A great resource for any practicing marketer.

I'm a consultant and educator. In helping clients to recognize that smart marketing strategy requires effective market segmentation I often recommend they read Identifying Market Segments and Selecting Targets (Tybout, Alice M., and Grayson Kent), just one of the three chapters in Kellogg on Marketing, 2nd Edition, that are each in their own right worth the price of this book. (Chapter 1, Creating Customers and Shaping the Competitive Game and Chapter 4, Developing a Compelling Brand Positioning). These are just three of the chapters in this book that I've found to be valuable additions to the marketing literature.

When I bought this I expected to have a few bent corners and pages, highlighted sections, etc. However, I was extremely surprised to find a brand new book that is so much fun to read (from a marketing perspective a lot of my text books are dull). The text is recent and is applicable not only to the past and future, but the present.

Great update from previous editions.