Kellogg on Marketing / Edition 2

Kellogg on Marketing / Edition 2

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by Alice M. Tybout
     
 

A fresh take on core marketing concepts and key contemporary issues

When executives and professionals want thought leadership in marketing, they look to one place: The Kellogg School of Management. For years, Kellogg has set the standard for combining cutting-edge research with real-world insight, sending its graduates to the marketing departments of

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Overview

A fresh take on core marketing concepts and key contemporary issues

When executives and professionals want thought leadership in marketing, they look to one place: The Kellogg School of Management. For years, Kellogg has set the standard for combining cutting-edge research with real-world insight, sending its graduates to the marketing departments of today's—and tomorrow's—most dynamic enterprises. Now, Kellogg on Marketing, Second Edition gives you unique access to a complete course on marketing from this program's renowned faculty.

In fully updated and all-new chapters, this Second Edition takes on all the key questions and challenges you'll find in the current marketing landscape, including social media, product innovation, user-generated branding, and more. At the same time, the expert authors convincingly demonstrate how—and which—fundamental concepts continue to guide sound marketing practice.

Building on the coverage in the now-classic first edition, this Second Edition features new material and perspectives on:

  • The changing nature of distribution, including new digital channels
  • Advertising on blogs, Web sites, YouTube, and more
  • The effects of social media on branding
  • Marketing to customers in underdeveloped or developing markets
  • Innovating successfully in an age of short product life cycles
  • Adopting a customer focus throughout your organization
  • And much more

Whether you're new to marketing or have many years' experience, Kellogg on Marketing, Second Edition supplies you with both strategic insights and on-the-ground examples so you can deepen your knowledge base and create winning, profitable marketing plans.

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Product Details

ISBN-13:
9780470580141
Publisher:
Wiley
Publication date:
09/27/2010
Pages:
448
Sales rank:
353,912
Product dimensions:
5.90(w) x 9.10(h) x 1.60(d)

Table of Contents

Foreword Thinking About Marketing Philip Kotler Kotler, Philip

Preface Bobby J. Calder Calder, Bobby J.

Acknowledgments

Section One Developing a Marketing Strategy

Chapter 1 Creating Customers and Shaping the Competitive Game Gregory S. Carpenter Carpenter, Gregory S. 3

Chapter 2 Identifying Market Segments and Selecting Targets Kent Grayson Grayson, Kent 26

Chapter 3 Marketing Research and Understanding Consumers Bobby J. Calder Calder, Bobby J. 56

Chapter 4 Developing a Compelling Brand Positioning Brian Sternthal Sternthal, Brian 73

Chapter 5 Writing a Brand Positioning Statement and Translating it into Brand Design Bobby J. Calder Calder, Bobby J. 92

Chapter 6 Creating and Managing Brands Gregory S. Carpenter Carpenter, Gregory S. 112

Section Two Implementing the Strategy

Chapter 7 Making the Brand Come Alive Within Your Organization Lisa Fortini-Campbell Fortini-Campbell, Lisa 145

Chapter 8 The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture Dipak C. Jain Jain, Dipak C. 161

Chapter 9 Pricing for Profit Lakshman Krishnamurthi Krishnamurthi, Lakshman 182

Chapter 10 Advertising Strategy Brian Sternthal Sternthal, Brian 209

Chapter 11 Marketing Channel Design and Management Anne T. Coughlan Coughlan, Anne T. 232

Chapter 12 Building a Winning Sales Force Sally E. Lorimer Lorimer, Sally E. 258

Section Three Perspectives on Contemporary Issues in Marketing

Chapter 13 Marketing to Consumers at the Bottom of the Pyramid Maria Flores Letelier Letelier, Maria Flores 287

Chapter 14 The New Influence of Social Media Shyam Gopinath Gopinath, Shyam 307

Chapter 15 From the Wheel to Twitter: Where Do Innovations Come From? David Gal Gal, David 319

Chapter 16 Brand-Led Innovation Edward S. Calder Calder, Edward S. 332

Chapter 17 Managing Product Assortments: Insights from Consumer Psychology Alexander Chernev Chernev, Alexander 348

Chapter 18 Goal-Driven Marketing Research: The Answer to a Shrinking Budget Angela Y. Lee Lee, Angela Y. 361

Chapter 19 Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results Sally E. Lorimer Lorimer, Sally E. 373

Chapter 20 Creating Superior Value By Managing the Marketing-Operations Management Interface Jeffrey D. Shulman Shulman, Jeffrey D. 393

Index 409

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