Kellogg on Marketing

This business classic has been thoroughly 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.

Spis treści:
Foreword (Philip Kotler).
Preface (Alice M. Tybout and Bobby J. Calder).
Acknowledgments.
Section I 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 II 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 (Derek 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 III 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 B rand–led Innovation (Bobby J. Calder and Edward S. Calder).
Chapter 17 Managing Product Assortment: Insights from Consumer Psychology (Ryan Hamilton and Alexander Chernev).
Chapter 18 Goal–driven Market Research: The Answer to a Shrinking Budget (Angela Y. Lee).
Chapter 19 Aligning Sales and Marketing to Enhance Customer Value and 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).