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.
Book Details:
- Author: Bobby J. Calder
- ISBN: 9780470119860
- Year Published: 2008
- Pages: 368
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
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.
Advertising is of course a major business topic. At present the hottest issue in advertising is the role of changing media and the implications this holds for advertising (e.g. TIVO, online, cell phone video). Thus the theme of this book will be the intersection of media and advertising and how both are changing. In addition several standard topics will be addressed and updated with an eye to the future. The book will thus be both highly current and a resource for those wishing to know what is new with standard topics.
STRONG TRACK RECORD FOR KELLOGG BOOKS: Kellogg On Branding, the most recent book in the series, has sold 17,750 copies in the year and a half since its publication. Kellogg On Marketing has sold 31,000 copies since November 2000. AUTHORITATIVE PERSPECTIVE ON ADVERTISING: Kellogg is the #1 business school for marketing. FOREWORD BY PROFESSOR PHILIP KOTLER CUTTING EDGE STRATEGIES FROM BRAND NAME COMPANIES: Contributions from marketing VPs at name brand companies such as McDonalds, Boeing, etc. HOT TOPICADVERTISING IS IN THE MIDST OF A REVOLUTION: Traditional advertising is in turmoil due to the decline of television, fragmented audiences, the rise of Google and the Web, etc: the book gives state of the art thinking from Kellogg faculty on the biggest question facing marketershow do we communicate our message in this crazy new world where old advertising practices no longer work?
About the Author
BOBBY J. CALDER, EDITOR (Illinois), is a Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management, Northwestern University. Previously, he has taught at the Wharton School, University of Pennsylvania, and the University of Illinois and has been a consultant for Booz Allen and Hamilton. He is also affiliated with the Media Management Center at Northwestern University and is co-director of the media MBA program at Kellogg. He has been a consultant to many companies (including Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonalds, Motorola, Prudential, The Tribune Co., and TimeWarner).