Kellogg on Marketing, 2nd Edition

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

• ISBN13: 9780470877623
• ISBN10: 0470877626
• Format: eBook
• Copyright: 2010-08-01
• Publisher: Wiley

Summary

A fully updated edition from the leading MBA marketing program

The first edition of Kellogg on Marketing set a high standard with a cutting-edge presentation of the best knowledge and practices in the field. Now, the Second Edition of this benchmark guide breaks new ground, providing fresh perspectives on timeless fundamental issues as well as the latest ideas. This includes: *

The latest emerging opportunities and challenges for marketers *

The branding uses of social media and consumer-generated media *

Recent developments in advertising, distribution, pricing, and branding in markets around the world *

Connecting marketing to other functional areas such as sales and operations for increased impact *

Customer-centric practices for frontline employees, salespeople, those in operations, and others *

Techniques for marketing to lower-income consumers *

Using innovation to find new customers in a hypercompetitive economy *

Strategies for effective social innovation *

Management of product lines and brand portfolios *

Internal branding *

And more

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

Table of Contents provided by Publisher. All Rights Reserved.