Kellogg on Marketing

by Tybout, Alice M.; Calder, Bobby J.; Kotler, Philip

• ISBN13: 9780470580141
• ISBN10: 0470580143
• Edition: 2nd
• Format: Hardcover
• Copyright: 2010-08-31
• Publisher: Wiley

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.

When executives and professionals want thought leadership in marketing, they look to one place: The Kellogg School of Management. For years, Kellogg has set the standard for combining cutting-edge research with real world insight, sending its graduates to the marketing departments of today's and tomorrow's most dynamic enterprises.

Now, Kellogg on Marketing, Second Edition gives you unique access to a complete course on marketing from this program's renowned faculty.

In fully updated and all new chapters, this Second Edition takes on all the key questions and challenges you'll find in the current marketing landscape, including social media, product innovation, user generated branding, and more. At the same time, the expert authors convincingly demonstrate how and which fundamental concepts continue to guide sound marketing practice.

Building on the coverage in the now-classic first edition, this Second Edition features new material and perspectives on:

-The changing nature of distribution, including new digital channels

-Advertising on blogs, Web sites, YouTube, and more

-The effects of social media on branding

-Marketing to customers in underdeveloped or developing markets

Innovating successfully in an age of short product life cycles

-Adopting a customer focus throughout your organization

-And much more

Author Biography

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.

Table of Contents

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