Table of Contents
Foreword
Thinking About Marketing ixPhilip Kotler
Preface xiAlice M. Tybout and Bobby J. Calder
Acknowledgments xix
Section One Developing a Marketing Strategy
Chapter 1 Creating Customers and Shaping the Competitive Game 3Gregory S. Carpenter
Chapter 2 Identifying Market Segments and Selecting Targets 26Alice M. Tybout and Kent Grayson
Chapter 3 Marketing Research and Understanding Consumers 56Bobby J. Calder
Chapter 4 Developing a Compelling Brand Positioning 73Alice M. Tybout and Brian Sternthal
Chapter 5 Writing a Brand Positioning Statement and Translating It into Brand Design 92Bobby J. Calder
Chapter 6 Creating and Managing Brands 112Alice M. Tybout and Gregory S. Carpenter
Section Two Implementing the Strategy
Chapter 7 Making the Brand Come Alive within Your Organization 145Lisa Fortini-Campbell
Chapter 8 The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture 161Dipak C. Jain
Chapter 9 Pricing for Profit 182Lakshman Krishnamurthi
Chapter 10 Advertising Strategy 209Dereck D. Rucker and Brian Sternthal
Chapter 11 Marketing Channel Design and Management 232Anne T. Coughlan
Chapter 12 Building a Winning Sales Force 258Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer
Section Three Perspectives on Contemporary Issues in Marketing
Chapter 13 Marketing to Consumers at the Bottom of the Pyramid 287Bobby J. Calder, Richard Kolsky, and Maria Flores Letelier
Chapter 14 The New Influence of Social Media 307Lakshman Krishnamurthi and Shyam Gopinath
Chapter 15 From the Wheel to Twitter: Where Do Innovations Come From? 319David Gal
Chapter 16 Brand-Led Innovation 332Bobby J. Calder and Edward S. Calder
Chapter 17 Managing Product Assortments: Insights from Consumer Psychology 348Ryan Hamilton and Alexander Chernev
Chapter 18 Goal-Driven Marketing Research: The Answer to a Shrinking Budget 361Angela Y. Lee
Chapter 19 Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results 373Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer
Chapter 20 Creating Superior Value By Managing the Marketing–Operations Management Interface 393Anne T. Coughlan and Jeffrey D. Shulman
Index 409