000			03426cam a22001938i 4500
020			_a9781119906247
082	0	0	_a658.8 _bKEL
245	0	0	_aKellogg on marketing: _bthe marketing faculty of the Kellogg School of Management/ _cedited by Alexander Chernev and Philip Kotler.
250			_a3rd ed.
260			_aNew Jersey : _bJohn Wiley & Sons , _c2023
300			_axiii, 417 pages : _billustrations ; _c24 cm.
500			_aIncludes index.
505			_aPreface 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
520			_aAn 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.
650		0	_aMarketing.
700	1		_aChernev, Alexander (ed.)
700	1		_aKotler, Philip (ed.)
942			_2ddc _cBK
999			_c23762 _d23762