Kellogg on Marketing / Edition 2

Hardcover (Print)
Rent from
(Save 67%)
Est. Return Date: 06/27/2015
Used and New from Other Sellers
Used and New from Other Sellers
from $12.91
Usually ships in 1-2 business days
(Save 56%)
Other sellers (Hardcover)
  • All (14) from $12.91   
  • New (9) from $17.37   
  • Used (5) from $12.91   


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.

Read More Show Less

Product Details

  • ISBN-13: 9780470580141
  • Publisher: Wiley
  • Publication date: 9/27/2010
  • Edition number: 2
  • Pages: 448
  • Sales rank: 575,165
  • Product dimensions: 5.90 (w) x 9.10 (h) x 1.60 (d)

Meet the Author

Alice M. Tybout is the Harold T. Martin Professor of Marketing and a former chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. She is academic director of the consumer marketing strategy program and the branding program at Kellogg's Allen Center, the author of more than forty articles and book chapters, a consultant for leading companies, including Abbott Laboratories, Coca-Cola Company, and Pfizer, and a member of the board of directors of RHR International.

Bobby J. Calder is the Charles H. Kellstadt Professor of Marketing and the current chairperson of the Department of Marketing at the Kellogg School of Management, Northwestern University. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen Hamilton. He is the author of numerous research studies and articles. He has been a consultant to companies such as Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, Tribune Co., and Time Warner.

Read More Show Less

Table of Contents

Foreword Thinking About Marketing Philip Kotler Kotler, Philip

Preface Bobby J. Calder Calder, Bobby J.


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

Read More Show Less

Customer Reviews

Average Rating 4
( 2 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted April 25, 2011

    No text was provided for this review.

  • Anonymous

    Posted December 28, 2010

    No text was provided for this review.

Sort by: Showing all of 2 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)