The second edition of this book provides Kellogg's unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. The book focuses 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 has revised their chapters to reflect changes in the field. About the Author Alice Tybout
is the Harold T. Martin Professor of Marketing and chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. 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, including Coca-Cola, Dow, Phillips Electronics, and Searle. Bobby J. Calder
is a Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen and Hamilton. He has been a consultant to many companies (including Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, The Tribune Co., and TimeWarner). Table of Contents
- Thinking About Marketing (Philip Kotler).
- Preface (Alice M. Tybout and Bobby J. Calder).
- Acknowledgments. Section One: Developing a Marketing Strategy.
Section Two: Implementing the Strategy.
- Chapter 1: Creating Customers and Shaping the Competitive Game (Gregory S. Carpenter).
- Chapter 2: Identifying Market Segments and Selecting Targets (Alice M. Tybout and Kent Grayson).
- Chapter 3: Marketing Research and Understanding Consumers (Bobby J. Calder).
- Chapter 4: Developing a Compelling Brand Positioning (Alice M. Tybout and Brian Sternthal).
- Chapter 5: Writing a Brand Positioning Statement and Translating It into Brand Design (Bobby J. Calder).
- Chapter 6: Creating and Managing Brands (Alice M. Tybout and Gregory S. Carpenter).
Section Three: Perspectives on Contemporary Issues in Marketing.
- Chapter 7: Making the Brand Come Alive within Your Organization (Lisa Fortini-Campbell).
- Chapter 8: The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture (Dipak C. Jain).
- Chapter 9: Pricing for Profit (Lakshman Krishnamurthi).
- Chapter 10: Advertising Strategy (Dereck D. Rucker and Brian Sternthal).
- Chapter 11: Marketing Channel Design and Management (Anne T. Coughlan).
- Chapter 12: Building a Winning Sales Force (Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer).
- Chapter 13: Marketing to Consumers at the Bottom of the Pyramid (Bobby J. Calder, Richard Kolsky, and Maria Flores Letelier).
- Chapter 14: The New Influence of Social Media (Lakshman Krishnamurthi and Shyam Gopinath).
- Chapter 15: From the Wheel to Twitter: Where Do Innovations Come From? (David Gal).
- Chapter 16: Brand-Led Innovation (Bobby J. Calder and Edward S. Calder).
- Chapter 17: Managing Product Assortments: Insights from Consumer Psychology (Ryan Hamilton and Alexander Chernev
- Chapter 18: Goal-Driven Marketing Research: The Answer to a Shrinking Budget (Angela Y. Lee).
- Chapter 19: Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results (Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer).
- Chapter 20: Creating Superior Value By Managing the Marketing--Operations Management Interface (Anne T. Coughlan and Jeffrey D. Shulman).