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Kellogg on Marketing

E-BookEPUB2 - DRM Adobe / EPUBE-Book
432 Seiten
Englisch
John Wiley & Sonserschienen am05.04.20233. Auflage
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 programs

An 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.


ALEXANDER CHERNEV is a Professor of Marketing at the Kellogg School of Management, Northwestern University. He received PhDs from Sofia University in psychology and Duke University in marketing. He has been ranked among the top ten most prolific scholars in the leading marketing journals and serves as an area editor and on the editorial boards of many leading research journals. Dr. Chernev has written numerous textbooks on the topics of marketing strategy, brand management, and behavioral science, and has worked with Fortune 500 companies to reinvent their business models, build strong brands, and gain competitive advantage.
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his Master's Degree from the University of Chicago and a PhD from MIT, both in economics. His co-authored book, Marketing Management, now in its sixteenth edition, is the world's leading textbook in marketing. Dr. Kotler has published 90 books and has received numerous awards, including 22 honorary degrees from abroad. He has consulted with major companies and has taught extensively abroad. Dr. Kotler has been a member of The Advisory Board of the Drucker Foundation and The Board of Trustees of the School of the Art Institute of Chicago.mehr
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E-BookEPUB2 - DRM Adobe / EPUBE-Book
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Produkt

KlappentextThe 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 programs

An 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.


ALEXANDER CHERNEV is a Professor of Marketing at the Kellogg School of Management, Northwestern University. He received PhDs from Sofia University in psychology and Duke University in marketing. He has been ranked among the top ten most prolific scholars in the leading marketing journals and serves as an area editor and on the editorial boards of many leading research journals. Dr. Chernev has written numerous textbooks on the topics of marketing strategy, brand management, and behavioral science, and has worked with Fortune 500 companies to reinvent their business models, build strong brands, and gain competitive advantage.
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his Master's Degree from the University of Chicago and a PhD from MIT, both in economics. His co-authored book, Marketing Management, now in its sixteenth edition, is the world's leading textbook in marketing. Dr. Kotler has published 90 books and has received numerous awards, including 22 honorary degrees from abroad. He has consulted with major companies and has taught extensively abroad. Dr. Kotler has been a member of The Advisory Board of the Drucker Foundation and The Board of Trustees of the School of the Art Institute of Chicago.
Details
Weitere ISBN/GTIN9781119906254
ProduktartE-Book
EinbandartE-Book
FormatEPUB
Format Hinweis2 - DRM Adobe / EPUB
FormatFormat mit automatischem Seitenumbruch (reflowable)
Erscheinungsjahr2023
Erscheinungsdatum05.04.2023
Auflage3. Auflage
Seiten432 Seiten
SpracheEnglisch
Dateigrösse4446 Kbytes
Artikel-Nr.11470131
Rubriken
Genre9201

Inhalt/Kritik

Inhaltsverzeichnis
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)



Indexmehr
Leseprobe

Preface

The term marketing came into use in the early 1900s to describe company activities taking place in markets. The early marketing textbooks were written by economists who felt that economics textbooks spoke mainly about price, demand, and supply and left out many other variables that influence buying and selling decisions. Economics textbooks failed to say much about how sales, advertising, distribution channels, product development, wholesaling, retailing, or branding influenced the economic outlook. Marketing textbooks did a better job of describing real-world economics, and a number of specialized books appeared on specific marketing functions such as advertising, sales, promotion, and retailing. While early marketing textbooks were largely descriptive of these activities and the institutions engaged in them, the writers also occasionally offered prescriptive ideas on how these activities and institutions could be improved, at times citing the results of scholarly studies on effective selling, pricing, and advertising.

The breakthrough in the development of marketing theory came in 1967, when Philip Kotler, then a rising star at Northwestern's Kellogg School of Management, published a new textbook, called Marketing Management (now in its 16th edition). The book's analytical approach synthesized ideas from economics, behavioral science, organization science, and mathematics. The theory outlined in the book argued that marketing should be customer focused, not product focused. Customers and their needs, rather than the attributes of the company's products, should be the focal point of managers' efforts. It further argued that the strategy, broadly defined as a process of identifying target customers and developing a value proposition, should guide a company's tactical activities-including product design, pricing, promotion, and distribution. Because of its deep insights, Marketing Management became the leading marketing text in business schools around the world and has remained so for many decades. It helped shape marketing as a business discipline and also helped shape the way in which the Kellogg marketing faculty views marketing and its role in an organization and society.

Building on Kellogg's tradition of marketing leadership, Kellogg on Marketing presents the current developments in marketing theory and practice. Combining cutting-edge research with real-world insight, expert authors-the marketing faculty at the Kellogg School of Management-outline the fundamental marketing concepts and show how the practical application of these concepts can help companies gain and sustain market position. With a focus on customer centricity and value creation, the ideas presented in this book can help managers design bestselling products and services, develop impactful communication campaigns, and create effective distribution channels. Insightful and practical, Kellogg on Marketing is the essential reference for everyone seeking to achieve market success: from entrepreneurs to managers working in large companies, from junior marketers to senior executives, from engineers designing a company's next offerings to creative teams developing the communication campaign promoting these offerings.

The information presented in this book is organized into seven parts. Part One, Marketing Strategy and Tactics, focuses on the big-picture issues in marketing: the recent changes in the business environment and their impact on marketing practice, the role of strategic value creation, and the importance of a systematic approach to market planning. In the first chapter, Alexander Chernev and Philip Kotler discuss some of the key changes in the current business environment. These range from the emergence of new technologies, the exponential growth of available data, the increasing reliance on data analytics and artificial intelligence to complex sociocultural dynamics, mounting environmental challenges, and unpredictable market disruptions. This chapter further outlines the main marketing trends that have emerged from the rapidly changing market environment.

In the next chapter, Alexander Chernev and Philip Kotler address the drawbacks of focusing only on the tactical aspect of marketing management without devising a sound strategy to guide a company's actions. They further argue that managers are better served by going beyond the four Ps to develop a strategy that clearly articulates the value that the company aims to create in its target market. Building on the concept of value management, in the following chapter, Alexander Chernev advances a framework for marketing management centered around the concept of creating and capturing value. Dubbed G-STIC after its key components-goal, strategy, tactics, implementation, and control-this framework provides a roadmap for a company's actions and ensures that these actions are aligned with the company's overarching goal.

Part Two, Marketing as an Engine of Business Growth, focuses on the central role of marketing in the organization and the primary driver of company value. In Chapter 4, Lakshman Krishnamurthi and Rebecca Devine explore the essence of market disruptions. Specifically, they examine how changes to a product and the way it is brought to the market can create significant value for the company and can even change the way an industry operates. In the next chapter, Tom O'Toole underscores the role of customer centricity as a business strategy. He argues that because digital media allow companies to address their target customers individually-and at scale-a company's customer strategy is the key to market success. In Chapter 6, Greg Carpenter delineates the difference between market-driven and market-driving approaches to managing growth. In this context, he argues that firms can gain competitive advantage by shaping consumers' thinking through the timing of their entry, the means used to distinguish their brands, and the admiration they achieve among their peers. Finally, Chapter 7, by Tim Calkins, explores an important and often neglected part of marketing: defensive strategy. Specifically, he argues that when companies fail, it is often because they could not hold on to market share when attacked by new entrants, and he outlines the key defensive strategies that can enable companies to mount a viable response to competitive threats.

Part Three, Developing a Winning Marketing Strategy, examines some of the key issues involved in defining the ways in which a company identifies markets in which it will compete and defines the value it will create in these markets. This part starts with a chapter by Julie Hennessy, in which she discusses the process of identifying target customers and the importance of deciding which customers to serve and which to ignore. This chapter further argues that precision targeting is a key component of a company's strategy to grow a company's sales and profits.

In the following chapter, Kent Grayson specifies four steps that a company must take when segmenting a market for both new and existing products. Using examples for consumer and business-to-business marketing, he highlights potential segmentation misunderstandings and pitfalls that companies should try to avoid. Building on the concepts of segmentation and targeting, in Chapter 10 Kevin McTigue discusses the importance of crafting a unique strategy to win and retain customers. He further identifies the key principles of crafting a winning positioning strategy and shows how to fight value-destroying price competition by becoming a better choice for target customers.

Part Four, Creating Value with Brands, examines the role of brands as an important source of value for both companies and their customers. This part starts with a chapter by Alexander Chernev on the role of brands as a key driver of customer and company value. He outlines the function of brands as a marketing tool, the importance of creating a meaningful brand image, the ways in which brands create customer and company value, and the role of brand equity and brand power in brand valuation.

In Chapter 12, Neal Roese delineates the essence of brand image, how best to quantify it as a key performance indicator, and how best to build it. This chapter further explains the importance of strategizing through the lens of brand image. In the chapter that follows, Jonathan Copulsky outlines strategies that enable brands to survive, persevere, and thrive in an ever-changing digital world. He describes some of the main threats facing brands and provides a framework that gives brand stewards a means for anticipating and responding to threats that might undermine the brand value they have worked so hard to build.

Part Five, Crafting a Successful Communication Campaign, focuses on the process of communicating a company's offerings to its target audience. The chapter by Derek Rucker offers a framework for successful planning, implementation, and evaluation of a company's advertising activities. Rich in original insights and practical suggestions, this chapter is a quintessential primer on developing great advertising that derives its creative solution from a sound marketing strategy.

Chapter 15, by Kevin McTigue, outlines the core principles of developing an impactful communication campaign and shows how to leverage a customer-centric approach to design and implement a successful communication campaign. This chapter further offers a systematic...
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