Kellogg on Marketing

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.

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.

When I bought this I expected to have a few bent corners and pages, highlighted sections, etc. However, I was extremely surprised to find a brand new book that is so much fun to read (from a marketing perspective a lot of my text books are dull). The text is recent and is applicable not only to the past and future, but the present.

Great update from previous editions.

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!

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 Given the dramatic changes in marketing practices over the last ten years, I think it is a bit outdated now.