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ISBN: 0-471-35399-XИздательство: John Wiley & Sons
Год издания: 2003
`The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today`s best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success`. - Betsy D.Holden, President and CEO, Kraft Foods. `Kellogg on Marketing` presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing`. - Robert S.Morrison, Chairman, President and CEO, The Quaker Oats Company. `The Who`s Who write on the what`s what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy`. - Robert A.Eckert, Chairman and CEO, Mattel, Inc. `This volume is a fascinating collection of perspectives on what it...