Kellogg on Marketing by Dawn IacobucciX

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Praise for Kellogg on Marketing

"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 perspective on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." -Mel Bergstein, Chairman and CEO, Diamond Technology Partners

"New economy cases make this text appeal to old economy strategists. We shouldn’ t be suprised with the quality of this work, given its origin in the Kellogg School." -Ronald W.