The ultimate marketing resource from the world's leading scholars From the world's #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. You'll 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 brands • Strategies for creating loyal customers and developing personalization at scale • Strategies for designing effective omni-channel marketing platforms • Strategies for crafting a successful cross-platform communications campaigns • Discussions 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 organization's 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.
Preface Acknowledgments Part 1. Marketing Strategy and Tactics 1. Marketing at the Age of Disruption (Alexander Chernev and Philip Kotler) 2. The Fall of the Four Ps and the Rise of Strategic Marketing (Alexander Chernev) 3. The Framework for Marketing Management (Alexander Chernev) Part 2. Marketing as an Engine of Business Growth 4. Creating Value to Disrupt Markets (Lakshman Krishnamurthi and Rebecca Devine) 5. Emptor Cognita: Competitive Advantage through Buyer Learning (Gregory S. Carpenter) 6. Defensive Market Strategy (Tim Calkins) 7. Customer Centricity as a Business Strategy (Tom O'Toole) Part 3. Developing a Winning Marketing Strategy 8. Target Market Analysis: How to Identify the Right Customers (Julie Hennessy) 9. Defining Customer Segments: Four Steps for Successful Market Segmentation (Kent Grayson) 10. Crafting a Positioning Strategy: Capturing the Customer Mindshare (Kevin McTigue) Part 4. Creating Value with Brands 11. Building Strong Brands (Alexander Chernev) 12. Creating a Meaningful Brand Image (Neal Roese) 13. Brand Resilience: Surviving a Brand Crisis (Jonathan Copulsky) Part 5. Crafting a Successful Communication Campaign 14. Managing Communication: From Strategic Planning to Creative Review (Derek D. Rucker) 15. Developing an Impactful Communication Campaign (Kevin McTigue) 16. Marketing in the Metaverse (Mohan Sawhney) Part 6. Designing Effective Distribution Channels 17. Strategic Channel Management (Julie Hennessy and Jim Lecinski) 18. Go-to-Market Omnichannel Design (Jim Lecinski) 19. Sales as Storytelling (Craig Wortmann) Part 7. Data-Driven Marketing 20. Leading with AI and Analytics (Eric Anderson and Florian Zettelmeyer) 21. Leveraging Technology to Manage the Customer Experience (Aparna A. Labroo) 22. The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics (Derek D. Rucker and Aparna A. Labroo) 23. Personalization: Today and Tomorrow (Tom O'Toole) Index
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