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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.

Foreword.

Thinking About Marketing (Philip Kotler).

Preface (Alice M. Tybout and Bobby J. Calder).

Acknowledgments.

Section One: Developing a Marketing Strategy.

Chapter 1: Creating Customers and Shaping the Competitive Game

(Gregory S. Carpenter).

Chapter 2: Identifying Market Segments and Selecting Targets

(Alice M. Tybout and Kent Grayson).

Chapter 3: Marketing Research and Understanding Consumers

(Bobby J. Calder).

Chapter 4: Developing a Compelling Brand Positioning (Alice

M. Tybout and Brian Sternthal).

Chapter 5: Writing a Brand Positioning Statement and Translating

It into Brand Design (Bobby J. Calder).

Chapter 6: Creating and Managing Brands (Alice M. Tybout and

Gregory S. Carpenter).

Section Two: Implementing the Strategy.

Chapter 7: Making the Brand Come Alive within Your Organization

(Lisa Fortini-Campbell).

Chapter 8: The Sandwich Strategy: Managing New Products and

Services for Value Creation and Value Capture (Dipak C.

Jain).

Chapter 9: Pricing for Profit (Lakshman

Krishnamurthi).

Chapter 10: Advertising Strategy (Dereck D. Rucker and Brian

Sternthal).

Chapter 11: Marketing Channel Design and Management (Anne T.

Coughlan).

Chapter 12: Building a Winning Sales Force (Andris 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

(Bobby J. Calder, Richard Kolsky, and Maria Flores

Letelier).

Chapter 14: The New Influence of Social Media (Lakshman

Krishnamurthi and Shyam Gopinath).

Chapter 15: From the Wheel to Twitter: Where Do Innovations Come

From? (David Gal).

Chapter 16: Brand-Led Innovation (Bobby J. Calder and Edward

S. Calder).

Chapter 17: Managing Product Assortments: Insights from Consumer

Psychology (Ryan Hamilton and Alexander Chernev

Chapter 18: Goal-Driven Marketing Research: The Answer to a

Shrinking Budget (Angela Y. Lee).

Chapter 19: Aligning Sales and Marketing to Enhance Customer

Value and Drive Company Results (Andris A. Zoltners, Prabhakant

Sinha, and Sally E. Lorimer).

Chapter 20: Creating Superior Value By Managing the

Marketing–Operations Management Interface (Anne T. Coughlan and

Jeffrey D. Shulman).

Index.

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.

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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.

书籍介绍

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.