Description
Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management 3rd Edition, ISBN-13: 978-1119906247
[PDF eBook eTextbook]
- Publisher: Wiley; 3rd edition (April 11, 2023)
- Language: English
- 432 pages
- ISBN-10: 1119906245
- ISBN-13: 978-1119906247
The ultimate marketing resource from the world’s leading scholars.
From the world’s #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Philip Kotler and Alexander Chernev. With hundreds of pages of brand-new material on timely topics, like creating value to disrupt markets, defensive marketing strategies, strategic customer management, building strong brands, and marketing in the metaverse, the book explores foundational and advanced topics in marketing management.
You’ll discover a renewed focus on digital transformation and data analytics, as well as comprehensive explanations of the strategic and tactical aspects of effective marketing. From managing business growth to identifying target customers, developing a meaningful value proposition, and data-driven marketing, every area relevant to marketing professionals is covered by expert contributors possessing unique insights into their respective competencies.
Readers will also find:
- Discussions of the unique challenges facing brands in designing and managing their image and techniques for building resilient brands
- Strategies for creating loyal customers and developing personalization at scale
- Strategies for designing effective omni-channel marketing platforms
- Strategies for crafting a successful cross-platform communications campaigns
- Discussions on the application of data analytics and artificial intelligence to the creation of successful marketing programs
An indispensable resource for any professional expected to contribute to their organization’s marketing efforts or business growth, Kellogg on Marketing, Third Edition, also earn a place in curricula of the business school educating the next generation of business leaders.
Table of Contents:
Cover
Title Page
Copyright
Preface
Acknowledgments
PART 1: Marketing Strategy and Tactics
CHAPTER 1: Marketing in the Age of Disruption
The New Market Realities
The Key Marketing Trends
Conclusion
Author Biographies
Note
CHAPTER 2: The Fall of the Four Ps and the Rise of Strategic Marketing
The Four Ps and the Seven Ts
From Tactical Marketing to Strategic Value Management
Creating Customer Value
Marketing as a Process of Designing, Communicating, and Delivering Value
Conclusion
Author Biographies
Notes
CHAPTER 3: The Framework for Marketing Management
The G‐STIC Framework for Marketing Management
Setting the Goal
Designing the Strategy and Tactics
Managing the Implementation and Defining Controls
Developing a Marketing Plan
Conclusion
Author Biography
Notes
PART 2: Marketing as an Engine of Business Growth
CHAPTER 4: Creating Value to Disrupt Markets
What Are Market Disruptions?
How Do We Best Prepare to Introduce a New Product or Rethink an Existing Product?
How Can We Create a Value Proposition?
Different Types of Market Disruptions
How to Analyze Market Disruptions—A Case‐Based Approach
Conclusion
Author Biographies
Notes
CHAPTER 5: Customer Centricity as a Business Strategy
What Is Customer Centricity?
The Three Centricities
What Customer Centricity Is Not
“The Customer” Does Not Exist
Customer Segmentation: The Truck Stop
The Airline Passenger
From Differentiation to Valuation
CLV in the Real World
Customer‐Centric Business Valuation
Conclusion
Author Biography
Notes
CHAPTER 6: Emptor Cognita: Competitive Advantage through Buyer Learning
Buyer Learning
Market Pioneering
Brand Differentiation
Brand Status
Conclusion
Author Biography
Notes
CHAPTER 7: Defensive Market Strategy
Defining Defensive Strategy
The Three Key Steps in Defense
Keys to Success
Conclusion
Author Biography
Notes
PART 3: Developing a Winning Marketing Strategy
CHAPTER 8: Target Market Analysis: How to Identify the Right Customers
Today’s Marketer Is Not an Adman
The Target Imperative
Strategic Segmenting to Facilitate Target Selection
Key Tools for Smart Targeting—Understanding Customer Lifetime Value
Keys to Smart Targeting—Creating Personas
The Keys to Smart Targeting—The Journey Is Half the Fun
Pulling It All Together
Author Biography
CHAPTER 9: Defining Customer Segments: Four Steps for Successful Market Segmentation
Step 1: Understand Customer Needs, Goals, and Problems
Step 2: Understand Customers’ Current Solutions
Step 3: Assign a Value to Each Segment or Subsegment
Step 4: Find Reliable Segment Indicators
Conclusion
Author Biography
CHAPTER 10: Crafting a Positioning Strategy: Capturing the Customer Mindshare
The Classic Positioning Statement
How Do We Get There? How to Practically Find Your Brand’s Positioning
Purpose: When and How to Leverage a Higher‐Order Social Purpose for Commercial Purposes
AI‐Enabled Personalization
Conclusion
Author Biography
Notes
PART 4: Creating Value with Brands
CHAPTER 11: Building Strong Brands
The Brand as a Marketing Tool
The Brand as a Mental Image
How Brands Create Value
Brands as a Means of Creating Customer Value
Brands as a Means of Creating Company Value
Brand Valuation
Conclusion
Author Biography
Notes
CHAPTER 12: Creating a Meaningful Brand Image
Integrate the Brand Image into Your Strategic Thinking
Track the Brand Image to Verify Success
Ensure Consistency in Touchpoints to Build a Coherent Brand Image
Conclusion
Author Biography
Notes
CHAPTER 13: Brand Resilience: Surviving a Brand Crisis
Brands as Signals of Quality
The Shift from Communicating Quality to Signaling Trust
The Mounting Pressures on Brand Trust
Creating Resilient Brands
Assess Brand Risks
Galvanize Your Brand Troops
Deploy Your Brand Risk Early‐Warning Systems
Repel the Attacks on Your Brand
Learn and Adapt Your Brand Defenses
Measure and Track Brand Resilience
Generate Popular Support for Your Brand Resilience Campaign
Conclusion
Author Biography
Notes
PART 5: Crafting a Successful Communication Campaign
CHAPTER 14: Managing Advertising: From Strategic Planning to Creative Review
Critical Stages of Advertising
The Creative Brief: A Strategic Blueprint for Success
Creative Review: Structuring and Providing Feedback
The ADPLAN Framework
Four Zone Feedback
Conclusion
Author Biography
Notes
CHAPTER 15: Developing an Impactful Communication Campaign
Who: Targeting in Communications
When, Where, and What: Multi‐Channel Planning
The Rise of Data
Practical Journey Mapping to Inform When, Where, and What
Next‐Generation Journeys
What’s Next
Conclusion
Author Biography
Notes
CHAPTER 16: Marketing in the Metaverse
What Is the Metaverse?
The Seven Layers of the Metaverse
Three Decades of Marketing in a Digital World
Three Horizons of Marketing
Case Study: Nike in the Metaverse
Making Moves in the Metaverse
Conclusion
Author Biography
Notes
PART 6: Designing Effective Distribution Channels
CHAPTER 17: Strategic Channel Management
What Is a Channel and How Does It Create Value?
Introducing the Channel Map
The Functions of a Channel
Understanding Service Output Demands
The Channel Partners
Retailers and What They Do
How Retail Buyers Think
Trending Channel Structures: Direct‐to‐Consumer Models and Marketplaces
Conclusion
Author Biographies
CHAPTER 18: Go‐to‐Market Omnichannel Design
What Is an Omnichannel?
What an Omnichannel Experience Looks Like: H&R Block
The Elements of an Omnichannel Experience
How a CDP Works
Subaru: Combining the Front End and Back End for an Omnichannel Experience
Managerial Considerations When Leading an Omnichannel Transformation Implementation
Conclusion
Author Biography
Notes
CHAPTER 19: Sales as Storytelling
Sales and Marketing
Why Story?
The Two Arcs of Storytelling
A New Asset Class
The Story Matrix™
Forward Together
Conclusion
Author Biography
Notes
PART 7: Data‐Driven Marketing
CHAPTER 20: Leading with AI and Analytics
Moneyball: What Really Happened
Analytics and AI Are Every Leader’s Problem—Here’s Why
The AIA Framework for Marketers
Applying the AIA Framework in Marketing: Propensity Versus Uplift
Conclusion
Author Biographies
Notes
CHAPTER 21: Leveraging Technology to Manage the Customer Experience
Profitable Growth Through Customer Acquisition, Retention, and Development
Managing Consumer Relationships and Experiences in the B2C Context
Managing Customer Relationships and Experiences in the B2B Context
Conclusion
Author Biography
Notes
CHAPTER 22: The Consumer INSIGHT Framework: A Hypothesis‐Driven Approach to Data Analytics
The Need for a Hypothesis Generation Mindset
Action‐Oriented versus Process‐Oriented Approaches
The INSIGHT Framework
Obtaining and Testing Insight in a Digitally Supersonic World
Conclusion
Author Biographies
Notes
CHAPTER 23: Personalization—Today and Tomorrow
Tapping the Power of Predictive Analytics
Delta Airlines: Increasing Customer Lifetime Value
Auto Mercado: Personalization on a Smaller Scale
Customer Triggers to Optimize Timing and Content
The Timely Reminder
AI for Personalization
The Connected Strategy
Conclusion
Author Biography
Notes
End User License Agreement
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (Pearson), now in its 15th Edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.
Professor Kotler was named the first recipient of four major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie “Marketing for a Better World” Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.” A recent Forbes survey ranks Professor Kotler in the top 10 of the world’s most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the 21st century.
Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major US and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.
Alexander Chernev is a Professor of Marketing at the Kellogg School of Management, Northwestern University. He received PhDs from Sofia University in psychology and Duke University in marketing. He has been ranked among the top ten most prolific scholars in the leading marketing journals and serves as an area editor and on the editorial boards of many leading research journals. Dr. Chernev has written numerous textbooks on the topics of marketing strategy, brand management, and behavioral science, and has worked with Fortune 500 companies to reinvent their business models, build strong brands, and gain competitive advantage.
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