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基本説明
This revised and updated edition by the Kellogg faculty will include 50% new material. Includes a foreword by Philip Kotler.
Full Description
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.
Contents
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
