Big Data

Leading The Field

Date Added: Aug 2010
Format: HTML

Updated editions of business books usually have a bit of fresh material and perhaps one or two new chapters. But because marketing has changed so much in the last 10 years, Kellogg faculty needed to take a thorough approach to their seminal work, Kellogg on Marketing. "Even though there are basic concepts and principles that endure, the examples can get a bit dated," says Alice Tybout, co-editor of the book and the Harold T. Martin Professor of Marketing.