Kellogg on Marketing (2nd Edition) edited by Alice M. Tybout & Bobby J. Calder, foreword by Philip Kotler

This authoritative volume gathers insights from award-winning faculty at the Kellogg School of Management, edited by Tybout and Calder, with Kotler’s introduction. Packed with frameworks, toolkits, and research-backed strategies, it covers topics like segmentation, pricing, innovation, and digital marketing. Meant for marketing executives, consultants, or MBA students seeking a deep-dive into how elite marketers tackle real challenges.

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This authoritative volume gathers insights from award-winning faculty at the Kellogg School of Management, edited by Tybout and Calder, with Kotler’s introduction. Packed with frameworks, toolkits, and research-backed strategies, it covers topics like segmentation, pricing, innovation, and digital marketing. Meant for marketing executives, consultants, or MBA students seeking a deep-dive into how elite marketers tackle real challenges.

Kellogg on Marketing (2nd Edition) edited by Alice M. Tybout & Bobby J. Calder, foreword by Philip Kotler

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This authoritative volume gathers insights from award-winning faculty at the Kellogg School of Management, edited by Tybout and Calder, with Kotler’s introduction. Packed with frameworks, toolkits, and research-backed strategies, it covers topics like segmentation, pricing, innovation, and digital marketing. Meant for marketing executives, consultants, or MBA students seeking a deep-dive into how elite marketers tackle real challenges.