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.
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.
博比·J·考尔德，是美国西北大学凯洛格商学院心理学教授、查尔斯·H·凯尔斯特（Charles
H.
Kellstadt）市场营销教授，也是麦迪尔新闻学院的新闻学教授。此外，他还是美国西北大学媒体管理中心研究室的主管、凯洛格媒体MBA教育项目的联合主管。在过去的职业生涯中，博比·J·考尔德还曾在宾夕法尼亚大学（University
of Pennsylvania）的沃顿商学院（Wharton School）以及伊利诺伊大学（University of
Illinois）任过教。博比·J·考尔德还是凯洛格整合市场营销项目的联合主管。他从位于美国查珀尔希尔（Chapel
Hill）的北卡罗莱纳大学（University of North Carolina）获得学士学位、硕士学位和博士学位。
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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