"The first edition of Kellogg on Marketing set a high standard with a cutting-edge presentation of the best knowledge and practices in the field. Now, the Second Edition of this benchmark guide breaks new ground, providing fresh perspectives on timeless fundamental issues as well as the latest...

The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both...

Intro -- Kellogg on Branding in a Hyper-Connected World -- Contents -- Foreword -- Preface -- Overview of the Book -- How to use the Book -- Acknowledgments -- Introduction: The Power and Challenge of Branding -- Branding Defined -- Does Digital Mean the End of Brands? -- How Brands Add Value --...