凯洛格论市场营销(Kellogg on Marketing)

编辑:习惯网互动百科 时间:2019-12-10 08:00:51
编辑 锁定
本词条缺少概述,补充相关内容使词条更完整,还能快速升级,赶紧来编辑吧!
中文名
凯洛格论市场营销(Kellogg on Marketing)
作  者
爱丽丝·M·蒂博特,博比·J·考尔德
出版时间
2010-08-09
正文语种
英文

凯洛格论市场营销(Kellogg on Marketing)基本信息

编辑
作 者/Author: Alice M. Tybout(爱丽丝·M·蒂博特),Bobby J. Calder(博比·J·考尔德) 著
出 版 社/Publisher: John Wiley & Sons
中文书名/Chinese Title: 凯洛格论市场营销 [1]  ISBN: 9780470580141
出版时间/Publication Date: 2010-08-09
版 次/Edition: 2
页 数/Pages: 448
装 帧/Format: 精装
正文语种/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·考尔德,是美国西北大学凯洛格商学院心理学教授、查尔斯·H·凯尔斯特(Charles H. Kellstadt)市场营销教授,也是麦迪尔新闻学院的新闻学教授。此外,他还是美国西北大学媒体管理中心研究室的主管、凯洛格媒体MBA教育项目的联合主管。在过去的职业生涯中,博比·J·考尔德还曾在宾夕法尼亚大学(University of Pennsylvania)的沃顿商学院(Wharton School)以及伊利诺伊大学(University of Illinois)任过教。博比·J·考尔德还是凯洛格整合市场营销项目的联合主管。他从位于美国查珀尔希尔(Chapel Hill)的北卡罗莱纳大学(University of North Carolina)获得学士学位、硕士学位和博士学位。

凯洛格论市场营销(Kellogg on Marketing)编辑推荐 Editorial Reviews

编辑
凯洛格学院是全球排行第一的商学院,一直位于市场营销领域的最前列。《凯洛格论市场营销》包含了当今最优秀的营销学家的思想。此书对已被证实的市场营销理论进行了详细的讲解,并对新的理论提出了独树一帜的见解。书中提供的市场营销信息是广大读者通向成功的捷径。

凯洛格论市场营销(Kellogg on Marketing)内容简介 Book Description

编辑
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.
全球排行第一的商学院——凯洛格商学院,您提供顶尖的商业智慧,具有创造性的,高度有效的营销解决方案。
美国西北大学凯洛格学院是世界顶级院校之一,市场营销学是它的传统强项。本书包含了这所院校有关市场营销策略的核心思想,为学习市场营销学的人提供了宝贵的借鉴。书中收集了大量以菲利普·科特勒先生为代表的国际知名教授的观点。当各行业的管理人员陷入市场营销困境时,请参阅本书,它为你提供了鲜活生动的、具有创造性的、高度有效的解决方案。
本书独辟蹊径,汇集了现代商业的智慧与精华。其价值对于想在市场营销领域获得成功的各界人士(尤其是经营者、管理者和营销顾问)是无法估量的。
参考资料
词条标签:
出版物 书籍