Kellogg on Marketing 2nd Edition

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.

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.

Great update from previous editions.

This was a standard reference book when published. Given the dramatic changes in marketing practices over the last ten years, I think it is a bit outdated now.

It is an excellent marketing book not only for students but also for executives. Do not hesitate to buy it if you like to more about the foundations and implications of marketing.

This book has very interesting chapters, with different approaches for many marketing issues.It's useful for classes discussions about these topics.

What I needed for class. Thanks!

Excellent book. Must have for all MBA students studying marketing and anyone looking to increase their knowledge on the subject.