![Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management](http://img.images-bn.com/static/redesign/srcs/images/grey-box.png?v11.9.4)
Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management
432![Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management](http://img.images-bn.com/static/redesign/srcs/images/grey-box.png?v11.9.4)
Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management
432Hardcover(3rd ed.)
-
PICK UP IN STORECheck Availability at Nearby Stores
Available within 2 business hours
Related collections and offers
Overview
From the world’s #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Philip Kotler and Alexander Chernev. With hundreds of pages of brand-new material on timely topics, like creating value to disrupt markets, defensive marketing strategies, strategic customer management, building strong brands, and marketing in the metaverse, the book explores foundational and advanced topics in marketing management.
You’ll discover a renewed focus on digital transformation and data analytics, as well as comprehensive explanations of the strategic and tactical aspects of effective marketing. From managing business growth to identifying target customers, developing a meaningful value proposition, and data-driven marketing, every area relevant to marketing professionals is covered by expert contributors possessing unique insights into their respective competencies.
Readers will also find:
- Discussions of the unique challenges facing brands in designing and managing their image and techniques for building resilient brands
- Strategies for creating loyal customers and developing personalization at scale
- Strategies for designing effective omni-channel marketing platforms
- Strategies for crafting a successful cross-platform communications campaigns
- Discussions on the application of data analytics and artificial intelligence to the creation of successful marketing programs
An indispensable resource for any professional expected to contribute to their organization’s marketing efforts or business growth, Kellogg on Marketing, Third Edition, also earn a place in curricula of the business school educating the next generation of business leaders.
Product Details
ISBN-13: | 9781119906247 |
---|---|
Publisher: | Wiley |
Publication date: | 04/11/2023 |
Edition description: | 3rd ed. |
Pages: | 432 |
Sales rank: | 620,190 |
Product dimensions: | 6.20(w) x 9.00(h) x 1.50(d) |
About the Author
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his Master’s Degree from the University of Chicago and a PhD from MIT, both in economics. His co-authored book, Marketing Management, now in its sixteenth edition, is the world’s leading textbook in marketing. Dr. Kotler has published 90 books and has received numerous awards, including 22 honorary degrees from abroad. He has consulted with major companies and has taught extensively abroad. Dr. Kotler has been a member of The Advisory Board of the Drucker Foundation and The Board of Trustees of the School of the Art Institute of Chicago.
Table of Contents
Preface viiAcknowledgments xiii
Part 1 Marketing Strategy and Tactics 1
1 Marketing in the Age of Disruption 3 Alexander Chernev and Philip Kotler
2 The Fall of the Four Ps and the Rise of Strategic Marketing 19 Alexander Chernev and Philip Kotler
3 The Framework for Marketing Management 33 Alexander Chernev
Part 2 Marketing as an Engine of Business Growth 51
4 Creating Value to Disrupt Markets 53 Lakshman Krishnamurthi and Rebecca Devine
5 Customer Centricity as a Business Strategy 71 Tom O’Toole
6 Emptor Cognita: Competitive Advantage through Buyer Learning 87 Gregory S. Carpenter
7 Defensive Market Strategy 99 Tim Calkins
Part 3 Developing a Winning Marketing Strategy 115
8 Target Market Analysis: How to Identify the Right Customers 117 Julie Hennessy
9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131 Kent Grayson
10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151 Kevin McTigue
Part 4 Creating Value with Brands 167
11 Building Strong Brands 169 Alexander Chernev
12 Creating a Meaningful Brand Image 189 Neal J. Roese
13 Brand Resilience: Surviving a Brand Crisis 205 Jonathan Copulsky
Part 5 Crafting a Successful Communication Campaign 225
14 Managing Advertising: From Strategic Planning to Creative Review 227 Derek D. Rucker
15 Developing an Impactful Communication Campaign 247 Kevin McTigue
16 Marketing in the Metaverse 261 Mohan Sawhney
Part 6 Designing Effective Distribution Channels 279
17 Strategic Channel Management 281 Julie Hennessy and Jim Lecinski
18 Go-to-Market Omnichannel Design 305 Jim Lecinski
19 Sales as Storytelling 321 Craig Wortmann
Part 7 Data-Driven Marketing 335
20 Leading with AI and Analytics 337 Eric T. Anderson and Florian Zettelmeyer
21 Leveraging Technology to Manage the Customer Experience 351 Aparna A. Labroo
22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367 Derek D. Rucker and Aparna A. Labroo
23 Personalization: Today and Tomorrow 387 Tom O’Toole
Notes 405