Includes index.

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 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 O’Toole

Notes 405

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.