Kellogg on Marketing, 2nd Edition

by Editor: Alice M. Tybout; Editor: Bobby J. Calder (Kellogg School of Management -- Marketing); Foreword by: Philip Kotler ( )

• ISBN13: 9780470877388
• ISBN10: 0470877383
• Format: eBook
• Copyright: 2010-08-01
• Publisher: Wiley

Summary

The business classic, fully revised and updated for today's marketersThe 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 MarketingAlong 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.

Table of Contents

Foreword

Thinking About Marketing

Preface

Acknowledgments

Developing a Marketing Strategy

Creating Customers and Shaping the Competitive Game

Identifying Market Segments and Selecting Targets

Marketing Research and Understanding Consumers

Developing a Compelling Brand Positioning

Writing a Brand Positioning Statement and Translating It into Brand Design

Creating and Managing Brands

Implementing the Strategy

Making the Brand Come Alive within Your Organization

The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture

Pricing for Profit

Advertising Strategy

Marketing Channel Design and Management

Building a Winning Sales Force

Perspectives on Contemporary Issues in Marketing

Marketing to Consumers at the Bottom of the Pyramid

The New Influence of Social Media

From the Wheel to Twitter: Where Do Innovations Come From?

Brand-Led Innovation

Managing Product Assortments: Insights from Consumer Psychology

Goal-Driven Marketing Research: The Answer to a Shrinking Budget

Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results

Creating Superior Value By Managing the Marketing-Operations Management Interface

Index

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