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Kellogg on Marketing, 2nd Edition

Alice M. Tybout (Editor), Bobby J. Calder (Editor), Philip Kotler (Foreword by)
ISBN: 978-0-470-58014-1
448 pages
August 2010
Kellogg on Marketing, 2nd Edition (0470580143) cover image
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.

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Thinking About Marketing (Philip Kotler).

Preface (Alice M. Tybout and Bobby J. Calder).


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).


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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.

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