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 Kotle
內容簡介：
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.
關於作者：
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.
目錄：
Foreword.
Thinking About Marketing Philip Kotler.
Preface Alice M. Tybout and Bobby J. Calder.
Acknowledgments.
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.
Index.
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