Kellogg on Marketing / Edition 2

by Alice M. Tybout, Bobby J. Calder, Philip Kotler

Overview

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.

Product Details

ISBN-13:	9780470580141
Publisher:	Wiley, John & Sons, Incorporated
Publication date:	09/27/2010
Edition description:	2nd ed.
Pages:	448
Product dimensions:	5.90(w) x 9.10(h) x 1.60(d)

About the Author

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.

Table of Contents

Foreword: Thinking About Marketing Philip Kotler ix

Preface Alice M. Tybout Bobby J. Calder xi

Acknowledgments xix

Section 1 Developing a Marketing Strategy

Chapter 1 Creating Customers and Shaping the Competitive Game Gregory S. Carpenter 3

Chapter 2 Identifying Market Segments and Selecting Targets Alice M. Tybout Kent Grayson 26

Chapter 3 Marketing Research and Understanding Consumers Bobby J. Calder 56

Chapter 4 Developing a Compelling Brand Positioning Alice M. Tybout Brian Sternthal 73

Chapter 5 Writing a Brand Positioning Statement and Translating It into Brand Design Bobby J. Calder 92

Chapter 6 Creating and Managing Brands Alice M. Tybout Gregory S. Carpenter 112

Section 2 Implementing the Strategy

Chapter 7 Making the Brand Come Alive within Your Organization Lisa Fortini-Campbell 145

Chapter 8 The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture Dipak C. Jain 161

Chapter 9 Pricing for Profit Lakshman Krishnamurthi 182

Chapter 10 Advertising Strategy Dereck D. Rucker Brain Sternthal 209

Chapter 11 Marketing Channel Design and Management Anne T. Coughlan 232

Chapter 12 Building a Winning Sales Force Andris A. Zoltners Prabhakant Sinha Sally E. Lorimer 258

Section 3 Perspectives On Contemporary Issues in Marketing

Chapter 13 Marketing to Consumers at the Bottom of the Pyramid Bobby J. Calder Richard Kolsky Maria Flores Letelier 287

Chapter 14 The New Influence of Social Media Lakshman Krishnamurthi Shyam Gopinath 307

Chapter 15 From the Wheel to Twitter: Where Do Innovations Come From? David Gal 319

Chapter 16 Brand-Led Innovation Bobby J. Calder Edward S. Calder 332

Chapter 17 Managing Product Assortments: Insights from Consumer Psychology Ryan Hamilton Alexander Chernev 348

Chapter 18 Goal-Driven Marketing Research: The Answer to a Shrinking Budget Angela Y. Lee 361

Chapter 19 Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results Andris A. Zoltners Prabhakant Sinha Sally E. Lorimer 373

Chapter 20 Creating Superior Value By Managing the Marketing-Operations Management Interface Anne T. Coughlan Jeffrey D. Shulman 393

Index 409