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Kellogg on Advertising and Media
Kellogg on Advertising and Media
Edited by Bobby J. Calder, Kellogg School of Management -- Marketing
Philip Kotler,  
ISBN: 978-0-470-11986-0
©2008
304 pages
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Description  |  Author Info  |  Table of Contents  |  New to This Edition  |  Sample Chapters
Description
Like Kellogg On Branding and Kellogg on Marketing, Kellogg on Media and Advertising represents the leading edge thinking from faculty members at Kellogg on a key marketing topic. At present the hottest issue in advertising is the role of changing media (decline of TV, rise of Google, Web and other new types of advertising, such as mobile phones, etc). The book will explain how to take advantage of these cutting-edge trends based on the latest research by the Kellogg faculty.  

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