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Kellogg on Marketing
 
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Kellogg on Marketing [Hardcover]

Dawn Iacobucci (Author)
4.5 out of 5 stars  See all reviews (4 customer reviews)
List Price: CDN$ 40.99
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"I would recommend this volue to anyone involved in marketing, at any level. Students will find it of inestimable value and the older hands should not be agraid of using it to give themselves an inspirational reminder every now and again". -- Marketing

"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

"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. Dollens, President, Guidant Corporation

"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

"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 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

Book Description

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 perspectives 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. Dollens, President, Guidant Corporation

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Customer Reviews

4 Reviews
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4 star:
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Average Customer Review
4.5 out of 5 stars (4 customer reviews)
 
 
 
 
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4.0 out of 5 stars Great but Uneven Content, Nov 23 2001
By 
Ingo Leung (Hong Kong) - See all my reviews
(REAL NAME)   
This review is from: Kellogg on Marketing (Hardcover)
Kellogg on Marketing consists some excellent essays in various aspect of Marketing, but I find the content of the essays uneven. There are overlapping in topic discussed and there are also essays that are obviously abstract version of academic research. Despite the less than perfect execution, the book should be valuable and enjoyable to readers with various level of knowledge/interest in marketing.
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4.0 out of 5 stars Insightful at times, but uneven in execution, Jun 29 2001
By 
Michael G (San Francisco, CA United States) - See all my reviews
This review is from: Kellogg on Marketing (Hardcover)
I realize the authors are among the top thinkers in their field. Their brilliance shines through on page after page of this book. However, some chapters are too basic, while others are clearly watered down versions of seriously advanced academic writing, leaving the reader at times bewildered and at others aching for more depth. Of course, your own training may affect which is which.

I recommend the book for anyone with a basic to intermediate marketing background, looking to flesh out his or her understanding of the practice. More advanced readers will find nuggets here and there, but mostly will cover familiar ground. I do have to say there is enough depth and new insights that even the long time professional marketer will find something new to consider. Beginners start elsewhere.

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5.0 out of 5 stars A must for anyone in marketing!, Dec 8 2000
This review is from: Kellogg on Marketing (Hardcover)
This book is sure to be the new marketing bible. Filled with not only the basics of marketing principles--but insight into where marketing/sales/advertising are crossing the lines in the new economy. As a Senior marketing professional who did not get their MBA, I can say that this book will have a useful life on my bookshelf.
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