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Kellogg on Marketing

ISBN-10: 0470580143
ISBN-13: 9780470580141
Edition: 2nd 2010
List price: $19.99 Buy it from $15.71
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Description: The second edition of this book will provide Kellogg's unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. The first two sections will focus on fundamental marketing  More...

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Book details

List price: $19.99
Edition: 2nd
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 9/17/2010
Binding: Hardcover
Pages: 448
Size: 6.50" wide x 9.25" long x 1.50" tall
Weight: 1.474
Language: English

The second edition of this book will provide Kellogg's unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. The first two sections will focus on fundamental marketing strategy. These topics include: segmentation, targeting and positioning, consumer insight, building and managing brands, and marketing research. Faculty who authored chapters on these topics in the first edition will revise their chapters to reflect changes in the field.Chapters in the third, final, section will cover hot topics such as social innovation, consumer generated media, counterfeit products, marketing for a cause, internal branding, product line management, and the integration of channel management and supply chain management.

ALICE M. TYBOUT is the Harold T. Martin Professor of Marketing and chairperson of the Marketing Department at the Kellogg School of Management. She is co-academic director of the branding program at Kellogg, the author of dozens of articles for marketing journals, and a consultant for leading companies.TIM CALKINS is Clinical Associate Professor of Marketing at the Kellogg School of Management and co-academic director of the branding program at Kellogg. He consults with companies on both marketing strategy and branding issues. Previously, he was a marketing executive at Kraft Foods, where he managed brands including Miracle Whip, Parkay, and A.1. steak sauce.

Alice M. Tybout is the Harold T. Martin Professor of Marketing and a former chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. She is academic director of the consumer marketing strategy program and the branding program at Kellogg's Allen Center, the author of more than forty articles and book chapters, a consultant for leading companies, including Abbott Laboratories, Coca-Cola Company, and Pfizer, and a member of the board of directors of RHR International.Bobby J. Calder is the Charles H. Kellstadt Professor of Marketing and the current chairperson of the Department of Marketing at the Kellogg School of Management, Northwestern University. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen Hamilton. He is the author of numerous research studies and articles. He has been a consultant to companies such as Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, Tribune Co., and Time Warner.

Foreword: Thinking About Marketing
Preface
Acknowledgments
Developing a Marketing Strategy
Creating Customers and Shaping the Competitive Game
Identifying Market Segments and Selecting Targets
Marketing Research and Understanding Consumers
Developing a Compelling Brand Positioning
Writing a Brand Positioning Statement and Translating It into Brand Design
Creating and Managing Brands
Implementing the Strategy
Making the Brand Come Alive within Your Organization
The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture
Pricing for Profit
Advertising Strategy
Marketing Channel Design and Management
Building a Winning Sales Force
Perspectives On Contemporary Issues in Marketing
Marketing to Consumers at the Bottom of the Pyramid
The New Influence of Social Media
From the Wheel to Twitter: Where Do Innovations Come From?
Brand-Led Innovation
Managing Product Assortments: Insights from Consumer Psychology
Goal-Driven Marketing Research: The Answer to a Shrinking Budget
Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results
Creating Superior Value By Managing the Marketing-Operations Management Interface
Index

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