Kellogg on Marketing (2nd Revised edition)

Kellogg on Marketing (2nd Revised edition)

By: Alice M. Tybout (editor), Bobby J. Calder (editor), Philip Kotler (foreword_author)Hardback

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Description

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.

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About 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.

Contents

Foreword

Thinking About Marketing ix Philip Kotler

Preface xi Alice M. Tybout and Bobby J. Calder

Acknowledgments xix

Section One Developing a Marketing Strategy

Chapter 1 Creating Customers and Shaping the Competitive Game 3 Gregory S. Carpenter

Chapter 2 Identifying Market Segments and Selecting Targets 26 Alice M. Tybout and Kent Grayson

Chapter 3 Marketing Research and Understanding Consumers 56 Bobby J. Calder

Chapter 4 Developing a Compelling Brand Positioning 73 Alice M. Tybout and Brian Sternthal

Chapter 5 Writing a Brand Positioning Statement and Translating It into Brand Design 92 Bobby J. Calder

Chapter 6 Creating and Managing Brands 112 Alice M. Tybout and Gregory S. Carpenter

Section Two Implementing the Strategy

Chapter 7 Making the Brand Come Alive within Your Organization 145 Lisa Fortini-Campbell

Chapter 8 The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture 161 Dipak C. Jain

Chapter 9 Pricing for Profit 182 Lakshman Krishnamurthi

Chapter 10 Advertising Strategy 209 Dereck D. Rucker and Brian Sternthal

Chapter 11 Marketing Channel Design and Management 232 Anne T. Coughlan

Chapter 12 Building a Winning Sales Force 258 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 287 Bobby J. Calder, Richard Kolsky, and Maria Flores Letelier

Chapter 14 The New Influence of Social Media 307 Lakshman Krishnamurthi and Shyam Gopinath

Chapter 15 From the Wheel to Twitter: Where Do Innovations Come From? 319 David Gal

Chapter 16 Brand-Led Innovation 332 Bobby J. Calder and Edward S. Calder

Chapter 17 Managing Product Assortments: Insights from Consumer Psychology 348 Ryan Hamilton and Alexander Chernev

Chapter 18 Goal-Driven Marketing Research: The Answer to a Shrinking Budget 361 Angela Y. Lee

Chapter 19 Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results 373 Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer

Chapter 20 Creating Superior Value By Managing the Marketing Operations Management Interface 393 Anne T. Coughlan and Jeffrey D. Shulman

Index 409

Product Details

  • publication date: 17/09/2010
  • ISBN13: 9780470580141
  • Format: Hardback
  • Number Of Pages: 448
  • ID: 9780470580141
  • weight: 692
  • ISBN10: 0470580143
  • edition: 2nd Revised edition

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