Synopses & Reviews
A fresh take on core marketing concepts and key contemporary issues
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
Whether you're new to marketing or have many years' experience, Kellogg on Marketing, Second Edition supplies you with both strategic insights and on-the-ground examples so you can deepen your knowledge base and create winning, profitable marketing plans.
The second edition of this book will provide Kellogg's unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. The first two sections will focus on fundamental marketing strategy. These topics include: segmentation, targeting and positioning, consumer insight, building and managing brands, and marketing research. Faculty who authored chapters on these topics in the first edition will revise their chapters to reflect changes in the field.
New chapters in the third, final, section will cover hot topics such as social innovation, consumer generated media, counterfeit products, marketing for a cause, internal branding, product line management, and the integration of channel management and supply chain management.
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.
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
About the Author
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
Thinking About Marketing (Philip Kotler).
Preface (Alice M. Tybout and Bobby J. Calder).
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).