Kellogg on Marketing / Edition 2

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Overview

A fully updated edition from the leading MBA marketing program

The first edition of Kellogg on Marketing set a high standard with a cutting-edge presentation of the best knowledge and practices in the field. Now, the Second Edition of this benchmark guide breaks new ground, providing fresh perspectives on timeless fundamental issues as well as the latest ideas. This includes:

  • The latest emerging opportunities and challenges for marketers
  • The branding uses of social media and consumer-generated media
  • Recent developments in advertising, distribution, pricing, and branding in markets around the world
  • Connecting marketing to other functional areas such as sales and operations for increased impact
  • Customer-centric practices for frontline employees, salespeople, those in operations, and others
  • Techniques for marketing to lower-income consumers
  • Using innovation to find new customers in a hypercompetitive economy
  • Strategies for effective social innovation
  • Management of product lines and brand portfolios
  • Internal branding
  • And more
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Product Details

  • ISBN-13: 9780470580141
  • Publisher: Wiley
  • Publication date: 9/27/2010
  • Edition number: 2
  • Pages: 448
  • Sales rank: 399,758
  • 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.

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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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