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.
Tabla de materias
Foreword
Thinking About Marketing ix
Philip Kotler
Preface xi
Alice M. Tybout and Bobby J. Calder
Acknowledgments xix
Section One Developing a Marketing Strategy
Chapter 1 Creating Customers and Shaping the Competitive Game 3
Gregory S. Carpenter
Chapter 2 Identifying Market Segments and Selecting Targets 26
Alice M. Tybout and Kent Grayson
Chapter 3 Marketing Research and Understanding Consumers 56
Bobby J. Calder
Chapter 4 Developing a Compelling Brand Positioning 73
Alice M. Tybout and Brian Sternthal
Chapter 5 Writing a Brand Positioning Statement and Translating It into Brand Design 92
Bobby J. Calder
Chapter 6 Creating and Managing Brands 112
Alice M. Tybout and Gregory S. Carpenter
Section Two Implementing the Strategy
Chapter 7 Making the Brand Come Alive within Your Organization 145
Lisa Fortini-Campbell
Chapter 8 The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture 161
Dipak C. Jain
Chapter 9 Pricing for Profit 182
Lakshman Krishnamurthi
Chapter 10 Advertising Strategy 209
Dereck D. Rucker and Brian Sternthal
Chapter 11 Marketing Channel Design and Management 232
Anne T. Coughlan
Chapter 12 Building a Winning Sales Force 258
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 287
Bobby J. Calder, Richard Kolsky, and Maria Flores Letelier
Chapter 14 The New Influence of Social Media 307
Lakshman Krishnamurthi and Shyam Gopinath
Chapter 15 From the Wheel to Twitter: Where Do Innovations Come From? 319
David Gal
Chapter 16 Brand-Led Innovation 332
Bobby J. Calder and Edward S. Calder
Chapter 17 Managing Product Assortments: Insights from Consumer Psychology 348
Ryan Hamilton and Alexander Chernev
Chapter 18 Goal-Driven Marketing Research: The Answer to a Shrinking Budget 361
Angela Y. Lee
Chapter 19 Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results 373
Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer
Chapter 20 Creating Superior Value By Managing the Marketing-Operations Management Interface 393
Anne T. Coughlan and Jeffrey D. Shulman
Index 409
Sobre el autor
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, Mc Donald’s, Motorola, Prudential, Tribune Co., and Time Warner.
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