The ultimate marketing resource from the world’s leading scholars
From the world’s #1 MBA marketing program comes the latest edition of Kellogg on Marketing, 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.
You’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.
Readers will also find:
* Discussions of the unique challenges facing brands in designing and managing their image and techniques for building resilient brands
* Strategies for creating loyal customers and developing personalization at scale
* Strategies for designing effective omni-channel marketing platforms
* Strategies for crafting a successful cross-platform communications campaigns
* Discussions on the application of data analytics and artificial intelligence to the creation of successful marketing programs
An indispensable resource for any professional expected to contribute to their organization’s marketing efforts or business growth, Kellogg on Marketing, Third Edition, also earn a place in curricula of the business school educating the next generation of business leaders.
สารบัญ
Preface vii
Acknowledgments xiii
Part 1 Marketing Strategy and Tactics 1
1 Marketing in the Age of Disruption 3
Alexander Chernev and Philip Kotler
2 The Fall of the Four Ps and the Rise of Strategic Marketing 19
Alexander Chernev and Philip Kotler
3 The Framework for Marketing Management 33
Alexander Chernev
Part 2 Marketing as an Engine of Business Growth 51
4 Creating Value to Disrupt Markets 53
Lakshman Krishnamurthi and Rebecca Devine
5 Customer Centricity as a Business Strategy 71
Tom O’Toole
6 Emptor Cognita: Competitive Advantage through Buyer Learning 87
Gregory S. Carpenter
7 Defensive Market Strategy 99
Tim Calkins
Part 3 Developing a Winning Marketing Strategy 115
8 Target Market Analysis: How to Identify the Right Customers 117
Julie Hennessy
9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131
Kent Grayson
10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151
Kevin Mc Tigue
Part 4 Creating Value with Brands 167
11 Building Strong Brands 169
Alexander Chernev
12 Creating a Meaningful Brand Image 189
Neal J. Roese
13 Brand Resilience: Surviving a Brand Crisis 205
Jonathan Copulsky
Part 5 Crafting a Successful Communication Campaign 225
14 Managing Advertising: From Strategic Planning to Creative Review 227
Derek D. Rucker
15 Developing an Impactful Communication Campaign 247
Kevin Mc Tigue
16 Marketing in the Metaverse 261
Mohan Sawhney
Part 6 Designing Effective Distribution Channels 279
17 Strategic Channel Management 281
Julie Hennessy and Jim Lecinski
18 Go-to-Market Omnichannel Design 305
Jim Lecinski
19 Sales as Storytelling 321
Craig Wortmann
Part 7 Data-Driven Marketing 335
20 Leading with AI and Analytics 337
Eric T. Anderson and Florian Zettelmeyer
21 Leveraging Technology to Manage the Customer Experience 351
Aparna A. Labroo
22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367
Derek D. Rucker and Aparna A. Labroo
23 Personalization: Today and Tomorrow 387
Tom O’Toole
Notes 405
เกี่ยวกับผู้แต่ง
ALEXANDER CHERNEV is a Professor of Marketing at the Kellogg School of Management, Northwestern University. He received Ph Ds 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.
PHILIP KOTLER is the S.C. Johnson & 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 Ph D from MIT, both in economics. His co-authored book, Marketing Management, 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.
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