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E-book
Kellogg on Marketing, 2nd EditionISBN: 978-0-470-87763-0
E-book
448 pages
August 2010
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Other Available Formats: Hardcover
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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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