{"product_id":"kellogg-on-marketing-isbn-9781119906247","title":"Kellogg on Marketing","description":"\u003cp\u003e\u003cb\u003eThe ultimate marketing resource from the world’s leading scholars\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eFrom the world’s #1 MBA marketing program comes the latest edition of \u003ci\u003eKellogg on Marketing\u003c\/i\u003e, 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. \u003c\/p\u003e\u003cp\u003eYou’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. \u003c\/p\u003e\u003cp\u003eReaders will also find: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDiscussions of the unique challenges facing brands in designing and managing their image and techniques for building resilient brands\u003c\/li\u003e \u003cli\u003eStrategies for creating loyal customers and developing personalization at scale \u003c\/li\u003e \u003cli\u003eStrategies for designing effective omni-channel marketing platforms\u003c\/li\u003e \u003cli\u003eStrategies for crafting a successful cross-platform communications campaigns\u003c\/li\u003e \u003cli\u003eDiscussions on the application of data analytics and artificial intelligence to the creation of successful marketing programs\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eAn indispensable resource for any professional expected to contribute to their organization’s marketing efforts or business growth, \u003ci\u003eKellogg on Marketing, \u003c\/i\u003eThird Edition, also earn a place in curricula of the business school educating the next generation of business leaders. \u003c\/p\u003e\u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 Marketing Strategy and Tactics 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Marketing in the Age of Disruption 3\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAlexander Chernev and Philip Kotler\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2 The Fall of the Four Ps and the Rise of Strategic Marketing 19\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAlexander Chernev and Philip Kotler\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3 The Framework for Marketing Management 33\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAlexander Chernev\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 Marketing as an Engine of Business Growth 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4 Creating Value to Disrupt Markets 53\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eLakshman Krishnamurthi and Rebecca Devine\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e5 Customer Centricity as a Business Strategy 71\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eTom O’Toole\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6 Emptor Cognita: Competitive Advantage through Buyer Learning 87\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eGregory S. Carpenter\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7 Defensive Market Strategy 99\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eTim Calkins\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 Developing a Winning Marketing Strategy 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e8 Target Market Analysis: How to Identify the Right Customers 117\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eJulie Hennessy\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eKent Grayson\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eKevin McTigue\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4 Creating Value with Brands 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e11 Building Strong Brands 169\u003cbr\u003e \u003ci\u003eAlexander Chernev\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12 Creating a Meaningful Brand Image 189\u003cbr\u003e \u003ci\u003eNeal J. Roese\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13 Brand Resilience: Surviving a Brand Crisis 205\u003cbr\u003e \u003ci\u003eJonathan Copulsky\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5 Crafting a Successful Communication Campaign 225\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e14 Managing Advertising: From Strategic Planning to Creative Review 227\u003cbr\u003e \u003ci\u003eDerek D. Rucker\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15 Developing an Impactful Communication Campaign 247\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eKevin McTigue\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16 Marketing in the Metaverse 261\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMohan Sawhney\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 6 Designing Effective Distribution Channels 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e17 Strategic Channel Management 281\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eJulie Hennessy and Jim Lecinski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e18 Go-to-Market Omnichannel Design 305\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eJim Lecinski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e19 Sales as Storytelling 321\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eCraig Wortmann\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 7 Data-Driven Marketing 335\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e20 Leading with AI and Analytics 337\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eEric T. Anderson and Florian Zettelmeyer\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e21 Leveraging Technology to Manage the Customer Experience 351\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAparna A. Labroo\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eDerek D. Rucker and Aparna A. Labroo\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e23 Personalization: Today and Tomorrow 387\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eTom O’Toole\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eNotes 405\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eALEXANDER CHERNEV\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePHILIP KOTLER \u003c\/b\u003eis the S.C. Johnson \u0026amp; Son Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his Master’s Degree from the University of Chicago and a PhD from MIT, both in economics. His co-authored book, \u003ci\u003eMarketing Management\u003c\/i\u003e, now in its sixteenth edition, is the world’s leading textbook in marketing. Dr. Kotler has published 90 books and has received numerous awards, including 22 honorary degrees from abroad. He has consulted with major companies and has taught extensively abroad. Dr. Kotler has been a member of The Advisory Board of the Drucker Foundation and The Board of Trustees of the School of the Art Institute of Chicago.   \u003c\/p\u003e\u003cp\u003eThe reputation of the Kellogg School of Management as the leader in marketing theory and practice spans more than seven decades. Kellogg’s history involves seminal contributions that have helped define the field of marketing as a business discipline.  \u003c\/p\u003e\u003cp\u003eKellogg’s standing in the field of business education, managerial practice, and academic research is reflected in its consistent ranking as the top academic institution for marketing among all major business schools.  \u003c\/p\u003e\u003cp\u003eBuilding on Kellogg’s tradition of marketing leadership, \u003ci\u003eKellogg on Marketing\u003c\/i\u003e presents the current developments in marketing theory and practice.  \u003c\/p\u003e\u003cp\u003eCombining cutting-edge research with real-world insight, expert authors—the marketing faculty at the Kellogg School of Management—outline the fundamental marketing concepts and show how the practical application of these concepts can help companies gain and sustain market position.  \u003c\/p\u003e\u003cp\u003eWith a focus on customer centricity and value creation, the ideas presented in this book can help managers design bestselling products and services, develop impactful communication campaigns, and create effective distribution channels.  \u003c\/p\u003e\u003cp\u003eInsightful and practical, \u003ci\u003eKellogg on Marketing\u003c\/i\u003e is the essential reference for everyone seeking to achieve market success: from entrepreneurs to managers working in large companies, from junior marketers to senior executives, from engineers designing a company’s next offerings to creative teams developing the communication campaign promoting these offerings.    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eBuilding on Kellogg’s tradition of marketing leadership, \u003ci\u003eKellogg on Marketing\u003c\/i\u003e presents the current developments in marketing theory and practice. \u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eCombining cutting-edge research with real-world insight, expert authors—the marketing faculty at the Kellogg School of Management—outline the fundamental marketing concepts and show how the practical application of these concepts can help companies gain and sustain market position.  \u003c\/p\u003e\u003cp\u003eCentered around customer centricity and value creation, the ideas presented in this book can help managers design bestselling products and services, develop impactful communication campaigns, and create effective distribution channels. Specifically, \u003ci\u003eKellogg on Marketing\u003c\/i\u003e covers the following topics: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eHow to align marketing strategy with tactical activities\u003c\/li\u003e \u003cli\u003eHow to create a customer-centric and market-driving organization\u003c\/li\u003e \u003cli\u003eHow to develop winning marketing strategies\u003c\/li\u003e \u003cli\u003eHow to build strong brands \u003c\/li\u003e \u003cli\u003eHow to craft successful communication campaigns\u003c\/li\u003e \u003cli\u003eHow to design effective distribution channels\u003c\/li\u003e \u003cli\u003eHow to use data analytics and AI to create market value \u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003ci\u003eKellogg on Marketing\u003c\/i\u003e is the essential reference for everyone seeking to achieve market success: from entrepreneurs to managers working in large companies, from junior marketers to senior executives, from engineers designing a company’s next offerings to creative teams developing the communication campaign promoting these offerings.  \u003c\/p\u003e\u003cp\u003eWhether you are new to marketing or an experienced marketer, \u003ci\u003eKellogg on Marketing\u003c\/i\u003e can deepen your knowledge by offering strategic insights as well as practical illustrations of how to design actionable marketing programs that create value for your target customers in a way that benefits your company and collaborators.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989496709349,"sku":"NP9781119906247","price":35.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119906247.jpg?v=1761784339","url":"https:\/\/k12savings.com\/products\/kellogg-on-marketing-isbn-9781119906247","provider":"K12savings","version":"1.0","type":"link"}