Marketing right now, as seen by Kellogg faculty
2/12/2001
The marketing faculty of the Kellogg Graduate School of Management at Northwestern University has come out in force for this compilation of 16 essays on the most pressing marketing issues today. Their topics — brand positioning, market-driving strategies, understanding consumers, and the like — are covered in smart yet accessible language, using real-world examples. A further bonus is the preface by Philip Kotler, a professor at Kellogg and one of the foremost innovators in modern marketing. (Kotler also teamed up with colleague Mohanbir Sawhney for the last essay here, "Marketing in the Age of Information Democracy.")