Kellogg on marketing:    the marketing faculty of the Kellogg School of Management/ 
edited by Alexander Chernev and Philip Kotler. 
 - 3rd ed. 
 - New Jersey :  John Wiley & Sons ,  2023 
 - xiii, 417 pages :  illustrations ;  24 cm. 
<br/><br/> Includes index. 
<br/><br/>Preface vii<br/><br/>Acknowledgments xiii<br/><br/>Part 1 Marketing Strategy and Tactics 1<br/><br/>1 Marketing in the Age of Disruption 3<br/>Alexander Chernev and Philip Kotler<br/><br/>2 The Fall of the Four Ps and the Rise of Strategic Marketing 19<br/>Alexander Chernev and Philip Kotler<br/><br/>3 The Framework for Marketing Management 33<br/>Alexander Chernev<br/><br/>Part 2 Marketing as an Engine of Business Growth 51<br/><br/>4 Creating Value to Disrupt Markets 53<br/>Lakshman Krishnamurthi and Rebecca Devine<br/><br/>5 Customer Centricity as a Business Strategy 71<br/>Tom O’Toole<br/><br/>6 Emptor Cognita: Competitive Advantage through Buyer Learning 87<br/>Gregory S. Carpenter<br/><br/>7 Defensive Market Strategy 99<br/>Tim Calkins<br/><br/>Part 3 Developing a Winning Marketing Strategy 115<br/><br/>8 Target Market Analysis: How to Identify the Right Customers 117<br/>Julie Hennessy<br/><br/>9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131<br/>Kent Grayson<br/><br/>10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151<br/>Kevin McTigue<br/><br/>Part 4 Creating Value with Brands 167<br/><br/>11 Building Strong Brands 169<br/>Alexander Chernev<br/><br/>12 Creating a Meaningful Brand Image 189<br/>Neal J. Roese<br/><br/>13 Brand Resilience: Surviving a Brand Crisis 205<br/>Jonathan Copulsky<br/><br/>Part 5 Crafting a Successful Communication Campaign 225<br/><br/>14 Managing Advertising: From Strategic Planning to Creative Review 227<br/>Derek D. Rucker<br/><br/>15 Developing an Impactful Communication Campaign 247<br/>Kevin McTigue<br/><br/>16 Marketing in the Metaverse 261<br/>Mohan Sawhney<br/><br/>Part 6 Designing Effective Distribution Channels 279<br/><br/>17 Strategic Channel Management 281<br/>Julie Hennessy and Jim Lecinski<br/><br/>18 Go-to-Market Omnichannel Design 305<br/>Jim Lecinski<br/><br/>19 Sales as Storytelling 321<br/>Craig Wortmann<br/><br/>Part 7 Data-Driven Marketing 335<br/><br/>20 Leading with AI and Analytics 337<br/>Eric T. Anderson and Florian Zettelmeyer<br/><br/>21 Leveraging Technology to Manage the Customer Experience 351<br/>Aparna A. Labroo<br/><br/>22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367<br/>Derek D. Rucker and Aparna A. Labroo<br/><br/>23 Personalization: Today and Tomorrow 387<br/>Tom O’Toole<br/><br/>Notes 405 
<br/><br/> An overview of the most important topics in marketing from the faculty of Kellogg--the world #1 MBA program in marketing. Many faculty contributors are also industry veterans, including Jim Lecinski (former VP at Google), Kevin McTigue (former SVP at SapientRazorfish), and Tom O'Toole (former CMO of United Airlines). Kellogg on Marketing, 3d edition, explains both the basics of marketing and digital marketing as well as hot new topics like marketing on platforms (such as Amazon and Facebook), and how marketing can drive positive social change. Core topics in the book that every marketer should know include branding, data-drive-marketing, marketing for business growth and marketing strategy. 
<br/><br/><label>ISBN: </label>9781119906247 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8  / KEL