Kellogg on Marketing, Second Edition

Copyright © 2010 by Northwestern University. All rights reserved

Kellogg on Marketing, Second Edition

Editor(s): Alice M. Tybout, Bobby J. Calder

Published Online: 29 AUG 2015 02:10AM EST

Print ISBN: 9780470580141

Online ISBN: 9781119199892

DOI: 10.1002/9781119199892

About this Book

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.

Table of contents

    1. You have free access to this content
      Front Matter (pages i–xix)

  2. Part I: Developing a Marketing Strategy

    1. Chapter 1

      Creating Customers and Shaping the Competitive Game (pages 1–25)

      Gregory S. Carpenter

    2. Chapter 2

      Identifying Market Segments and Selecting Targets (pages 26–55)

      Alice M. Tybout and Kent Grayson

    3. Chapter 3

      Marketing Research and Understanding Consumers (pages 56–72)

      Bobby J. Calder

    4. Chapter 4

      Developing a Compelling Brand Positioning (pages 73–91)

      Alice M. Tybout and Brian Sternthal

    5. Chapter 5

      Writing a Brand Positioning Statement and Translating it into Brand Design (pages 92–111)

      Bobby J. Calder

    6. Chapter 6

      Creating and Managing Brands (pages 112–141)

      Alice M. Tybout and Gregory S. Carpenter

  3. Part II: Implementing the Strategy

    1. Chapter 7

      Making the Brand Come Alive Within Your Organization (pages 145–160)

      Lisa Fortini-Campbell

    2. Chapter 8

      The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture (pages 161–181)

      Dipak C. Jain

    3. Chapter 9

      Pricing for Profit (pages 182–208)

      Lakshman Krishnamurthi

    4. Chapter 10

      Advertising Strategy (pages 209–231)

      Dereck D. Rucker and Brian Sternthal

    5. Chapter 11

      Marketing Channel Design and Management (pages 232–257)

      Anne T. Coughlan

    6. Chapter 12

      Building a Winning Sales Force (pages 258–284)

  4. Part III: Perspectives on Contemporary Issues in Marketing

    1. Chapter 13

      Marketing to Consumers at the Bottom of the Pyramid (pages 285–36)

      Bobby J. Calder, Richard Kolsky and Maria Flores Letelier

    2. Chapter 14

      The New Influence of Social Media (pages 307–318)

      Lakshman Krishnamurthi and Shyam Gopinath

    3. Chapter 15

      From the Wheel to Twitter: Where Do Innovations Come From? (pages 319–331)

      David Gal

    4. Chapter 16

      Brand-Led Innovation (pages 332–347)

      Bobby J. Calder and Edward S. Calder

    5. Chapter 17

      Managing Product Assortments: Insights from Consumer Psychology (pages 348–360)

      Ryan Hamilton and Alexander Chernev

    6. Chapter 18

      Goal-Driven Marketing Research: The Answer to a Shrinking Budget (pages 361–372)

      Angela Y. Lee

    7. Chapter 19

      Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results (pages 373–392)

      Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer

    8. Chapter 20

      Creating Superior Value by Managing the Marketing-Operations Management Interface (pages 393–408)

      Anne T. Coughlan and Jeffrey D. Shulman

    1. You have free access to this content
      Index (pages 409–426)

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