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Kellogg on Marketing Folklore notes and essays in whichBuilding on Kelloggs tradition of marketing leadership, Kellogg on Marketing presents the current developments in marketing theory and practice. Combining cutting edge research with real world insight, expert authorsthe marketing faculty at the Kellogg School of Managementoutline the fundamental marketing concepts and show how the practical application of these concepts can help companies gain and sustain market position. Centered around customer