Kellogg on marketing

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010255223	HF5415 K45 2010	Open Access Book	Book	Searching... Unknown
Searching... PSZ KL	30000010297366	HF5415 K45 2010	Open Access Book	Book	Searching... Unknown

Summary

The business classic, fully revised and updated for today's marketers

The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today.

Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing

Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.

Author Notes

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.

Philip KotlerAlice M. Tybout and Bobby J. CalderGregory S. CarpenterAlice M. Tybout and Kent GraysonBobby J. CalderAlice M. Tybout and Brian SternthalBobby J. CalderAlice M. Tybout and Gregory S. CarpenterLisa Fortini-CampbellDipak C. JainLakshman KrishnamurthiDereck D. Rucker and Brain SternthalAnne T. CoughlanAndris A. Zoltners and Prabhakant Sinha and Sally E. LorimerBobby J. Calder and Richard Kolsky and Maria Flores LetelierLakshman Krishnamurthi and Shyam GopinathDavid GalBobby J. Calder and Edward S. CalderRyan Hamilton and Alexander ChernevAngela Y. LeeAndris A. Zoltners and Prabhakant Sinha and Sally E. LorimerAnne T. Coughlan and Jeffrey D. Shulman

Foreword: Thinking About Marketing	p. ix
Preface	p. xi
Acknowledgments	p. xix
Section 1 Developing a Marketing Strategy
Chapter 1 Creating Customers and Shaping the Competitive Game	p. 3
Chapter 2 Identifying Market Segments and Selecting Targets	p. 26
Chapter 3 Marketing Research and Understanding Consumers	p. 56
Chapter 4 Developing a Compelling Brand Positioning	p. 73
Chapter 5 Writing a Brand Positioning Statement and Translating It into Brand Design	p. 92
Chapter 6 Creating and Managing Brands	p. 112
Section 2 Implementing the Strategy
Chapter 7 Making the Brand Come Alive within Your Organization	p. 145
Chapter 8 The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture	p. 161
Chapter 9 Pricing for Profit	p. 182
Chapter 10 Advertising Strategy	p. 209
Chapter 11 Marketing Channel Design and Management	p. 232
Chapter 12 Building a Winning Sales Force	p. 258
Section 3 Perspectives On Contemporary Issues in Marketing
Chapter 13 Marketing to Consumers at the Bottom of the Pyramid	p. 287
Chapter 14 The New Influence of Social Media	p. 307
Chapter 15 From the Wheel to Twitter: Where Do Innovations Come From?	p. 319
Chapter 16 Brand-Led Innovation	p. 332
Chapter 17 Managing Product Assortments: Insights from Consumer Psychology	p. 348
Chapter 18 Goal-Driven Marketing Research: The Answer to a Shrinking Budget	p. 361
Chapter 19 Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results	p. 373
Chapter 20 Creating Superior Value By Managing the Marketing-Operations Management Interface	p. 393
Index	p. 409

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Summary

Summary

Author Notes

Table of Contents