Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management

Description: Kellogg on Marketing by Alexander Chernev, Philip Kotler The ultimate marketing resource from the worlds leading scholars From the worlds #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. Youll 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 brandsStrategies for creating loyal customers and developing personalization at scale Strategies for designing effective omni-channel marketing platformsStrategies for crafting a successful cross-platform communications campaignsDiscussions on the application of data analytics and artificial intelligence to the creation of successful marketing programsAn indispensable resource for any professional expected to contribute to their organizations 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. FORMAT Hardcover LANGUAGE English CONDITION Brand New Author Biography ALEXANDER CHERNEV is a Professor of Marketing at the Kellogg School of Management, Northwestern University. He received PhDs 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 Masters Degree from the University of Chicago and a PhD from MIT, both in economics. His co-authored book, Marketing Management, now in its sixteenth edition, is the worlds 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. Table of Contents 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 OToole 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 McTigue 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 McTigue 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 OToole Notes 405 Details ISBN1119906245 Language English Year 2023 Edition 3rd ISBN-10 1119906245 ISBN-13 9781119906247 Format Hardcover Country of Publication United States Publisher John Wiley & Sons Inc Imprint John Wiley & Sons Inc Place of Publication New York Pages 432 NZ Release Date 2023-04-11 UK Release Date 2023-04-11 Subtitle The Marketing Faculty of the Kellogg School of Management Edited by Philip Kotler Author Philip Kotler Edition Description 3rd edition Publication Date 2023-04-17 Replaces 9780470580141 DEWEY 658.8 Audience General US Release Date 2023-04-17 AU Release Date 2023-04-09 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:141830214;

Price: 45.16 AUD

Location: Melbourne

End Time: 2024-11-15T00:16:30.000Z

Shipping Cost: 12.84 AUD