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Alexander Chernev, Philip Kotler

Kellogg on Marketing

Name: Kellogg on Marketing
Author: Alexander Chernev

The Marketing Faculty of the Kellogg School of Management

Gebonden Engels 2023 3e druk 9781119906247

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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 brandsStrategies for creating loyal customers and developing personalization at scale Strategies for designing effective omni-channel marketing platformsStrategies for crafting a successful cross-platform communications campaignsDiscussions 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.

Trefwoorden

marketing marketingstrategie disruptie digitale transformatie data-analytics klantgerichtheid kunstmatige intelligentie merkenbeleid positionering segmentatie omnichannel metaverse technologische disruptie waardecreatie personalisatie communicatiestrategie merkimago machine learning doelgroepanalyse distributiekanalen defensieve marketing klantervaringmanagement crossplatform communicatie business growth merkveerkracht datarevolutie sociaal-culturele dynamiek storytelling concurrentievoordeel

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Specificaties

ISBN13:9781119906247

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:448

Uitgever:John Wiley & Sons

Druk:3

Verschijningsdatum:17-4-2023

Hoofdrubriek:Marketing

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Over Philip Kotler

Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago. Hij is auteur en coauteur van onder andere 'Social Marketing', 'Marketing Places', 'The Marketing of Nations' en 'Marketing Management', dat door de Financial Times wordt gerekend tot de 50 beste bedrijfskundige boeken. Kotler was de eerste die is verkozen als Leader in Marketing Thought door de leden van de American Marketing Association. Tevens heeft Kotler belangrijke prijzen toegekend gekregen, zoals de Paul D. Converse Award, De Steuart Henderson Britt Award, de Distinguished Marketing Educator Award, de Prize for Marketin Excellence, de Charles Coolidge Parling Marketing Award en de Marketing Educator of the Year Award. Kotler bezit tevens een ere-doctoraat aan de universiteiten van Stockholm, Zürich en aan de School of Economics in Athene en Krakau.

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Inhoudsopgave

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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Kellogg on Marketing

The Marketing Faculty of the Kellogg School of Management

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