{"product_id":"9780470877630","title":"Kellogg on Marketing","description":"\u003cb\u003eThe business classic, fully revised and updated for today's marketers\u003c\/b\u003e \u003cp\u003eThe second edition of \u003ci\u003eKellogg on Marketing\u003c\/i\u003e provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIncludes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding\u003c\/li\u003e \u003cli\u003eWith a foreword by Philip Kotler\u003c\/li\u003e \u003cli\u003eThe Kellogg School of Management is recognized around the world as the leading MBA program in Marketing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eAlong with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47080817033456,"sku":"9780470877630","price":29.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780470877630_p0.jpg?v=1763706548","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780470877630","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}