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  • Kellogg on Advertising and Mediaby Bobby J. Calder; Philip Kotler

    Wiley 2012; US$ 29.95

    How to use advertising and media more effectively is perhaps the number one issue in marketing today. Marketers are increasingly turning away from traditional mass advertising to online and mobile ads, alternative media, product placement, branded entertainment, and other "marketing services." Yet most marketers have a sense of being in uncharted... more...

  • Kellogg on Marketingby Alice M. Tybout; Bobby J. Calder; Philip Kotler

    Wiley 2010; US$ 29.95

    The business classic, fully revised and updated for today'smarketers The second edition of Kellogg on Marketing provides aunique and highly regarded perspective on both the basics ofmarketing and on new issues that are challenging businessestoday. Includes more than 60% new material on both fundamentalmarketing concepts and hot topics such as... more...

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