Kellogg on Marketing, 2nd Edition
by Editor: Alice M. Tybout; Editor: Bobby J. Calder (Kellogg School of Management -- Marketing); Foreword by: Philip Kotler ( )Format: eBook
Pub. Date: 2010-08-01
Publisher(s): Wiley
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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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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