Kellogg on Marketing

by Dawn Iacobucci

• ISBN13: 9780471353997
• ISBN10: 047135399X
• Format: Hardcover
• Copyright: 2000-11-01
• Publisher: Wiley

Summary

Praise for Kellogg on Marketing"The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." -Betsy D. Holden, President and CEO, Kraft Foods"Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." -Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." -Robert A. Eckert, Chairman and CEO, Mattel, Inc."This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." -Mel Bergstein, Chairman and CEO, Diamond Technology Partners"New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School." -Ronald W. Dollens, President, Guidant Corporation

Author Biography

DAWN IACOBUCCI is Professor of Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.

Table of Contents

Foreword Looking Backward and Forward	ix
Sidney J. Levy
Preface Reflections on Marketing	xiii
Philip Kotler
Introduction	xvii
Dawan Iacobucci
Section I Strategy: Thinking About The Customer And Marketplace	1	(148)
Segmentation and Targeting	3	(28)
Brian Sternthal
Alice M. Tybout
Brand Positioning	31	(27)
Alice M. Tybout
Brian Sternthal
Brand Design	58	(16)
Bobby J. Calder
Steven J. Reagan
Creating and Managing Brands	74	(29)
Alice M. Tybout
Gregory S. Carpenter
Market-Driving Strategies: Toward a New Concept of Competitive Advantage	103	(27)
Gregory S. Carpenter
Rashi Glazer
Kent Nakamoto
Managing New Product Development for Strategic Competitive Advantage	130	(19)
Dipak Jain
Section II Intelligence: Learning About The Customer And Marketplace	149	(64)
Understanding Consumers	151	(14)
Bobby J. Calder
Qualitative Inquiry in Marketing and Consumer Research	165	(30)
John F. Sherry Jr.
Robert V. Kozinets
Quantitative Marketing Research	195	(18)
Dawn lacobucci
Section III Implementation: Managing The Marketplace	213	(196)
Advertising Strategy	215	(32)
Brian Sternthal
Market Channel Design and Management	247	(23)
Anne T. Coughlan
Louis W. Stern
Pricing Strategies and Tactics	270	(32)
Lakshman Krishnamurthi
Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles	302	(18)
Robert C. Blattberg
Jacquelyn S. Thomas
Services Marketing and Customer Service	320	(10)
Dawn lacobucci
Managing Market Offerings in Business Markets	330	(36)
James C. Anderson
Gregory S. Carpenter
James A. Narus
The Successful Selling Organization	366	(20)
Andris A. Zoltners
Prabhakant K. Sinha
Greg A. Zoltners
Marketing in the Age of Information Democracy	386	(23)
Mohanbir Sawhney
Philip Kotler
About the Contributors	409	(10)
Index	419