The ultimate marketing resource from the worlds leading scholars
From the worlds #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.
Youll 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 organizations 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 |
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vii | |
| Acknowledgments |
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xiii | |
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PART 1 Marketing Strategy and Tactics |
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1 | (50) |
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1 Marketing in the Age of Disruption |
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3 | (16) |
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2 The Fall of the Four Ps and the Rise of Strategic Marketing |
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19 | (14) |
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3 The Framework for Marketing Management |
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33 | (18) |
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PART 2 Marketing as an Engine of Business Growth |
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51 | (64) |
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4 Creating Value to Disrupt Markets |
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53 | (18) |
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5 Customer Centricity as a Business Strategy |
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71 | (16) |
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6 Emptor Cognita: Competitive Advantage through Buyer Learning |
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87 | (12) |
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7 Defensive Market Strategy |
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99 | (16) |
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PART 3 Developing a Winning Marketing Strategy |
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115 | (52) |
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8 Target Market Analysis: How to Identify the Right Customers |
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117 | (14) |
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9 Defining Customer Segments: Four Steps for Successful Market Segmentation |
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131 | (20) |
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10 Crafting a Positioning Strategy: Capturing the Customer Mindshare |
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151 | (16) |
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PART 4 Creating Value with Brands |
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167 | (58) |
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11 Building Strong Brands |
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169 | (20) |
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12 Creating a Meaningful Brand Image |
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189 | (16) |
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13 Brand Resilience: Surviving a Brand Crisis |
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205 | (20) |
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PART 5 Crafting a Successful Communication Campaign |
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225 | (54) |
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14 Managing Advertising: From Strategic Planning to Creative Review |
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227 | (20) |
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15 Developing an Impactful Communication Campaign |
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247 | (14) |
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16 Marketing in the Metaverse |
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261 | (18) |
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PART 6 Designing Effective Distribution Channels |
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279 | (56) |
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17 Strategic Channel Management |
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281 | (24) |
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18 Go-to-Market Omnichannel Design |
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305 | (16) |
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321 | (14) |
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PART 7 Data-Driven Marketing |
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335 | (70) |
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20 Leading with Al and Analytics |
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337 | (14) |
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21 Leveraging Technology to Manage the Customer Experience |
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351 | (16) |
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22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics |
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367 | (20) |
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23 Personalization: Today and Tomorrow |
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387 | (18) |
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| Notes |
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405 | |
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 Masters 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 worlds 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.
