Kellogg on Marketing

Kellogg On Marketing The second edition of this book provides Kellogg's unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. The book focuses on fundamental marketing strategy. These topics include: segmentation, targeting and positioning, consumer insight, building and managing brands, and marketing research. Faculty who authored chapters on these topics in the first edition has revised their chapters to reflect changes in the field. About the Author Alice Tybout is the Harold T. Martin Professor of Marketing and chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. She is co-academic director of the branding program at Kellogg, the author of dozens of articles for marketing journals, and a consultant for leading companies, including Coca-Cola, Dow, Phillips Electronics, and Searle. Bobby J. Calder is a Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen and Hamilton. He has been a consultant to many companies (including Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, The Tribune Co., and TimeWarner).