Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management 3rd Edition, ISBN-13: 978-1119906247

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Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management 3rd Edition, ISBN-13: 978-1119906247

[PDF eBook eTextbook]

• Publisher: ‎ Wiley; 3rd edition (April 11, 2023)
• Language: ‎ English
• ‎432 pages
• ISBN-10: ‎ 1119906245
• ISBN-13: ‎ 978-1119906247

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.

Table of Contents:

Cover

Title Page

Copyright

Preface

Acknowledgments

PART 1: Marketing Strategy and Tactics

CHAPTER 1: Marketing in the Age of Disruption

The New Market Realities

The Key Marketing Trends

Conclusion

Author Biographies

Note

CHAPTER 2: The Fall of the Four Ps and the Rise of Strategic Marketing

The Four Ps and the Seven Ts

From Tactical Marketing to Strategic Value Management

Creating Customer Value

Marketing as a Process of Designing, Communicating, and Delivering Value

Conclusion

Author Biographies

Notes

CHAPTER 3: The Framework for Marketing Management

The G‐STIC Framework for Marketing Management

Setting the Goal

Designing the Strategy and Tactics

Managing the Implementation and Defining Controls

Developing a Marketing Plan

Conclusion

Author Biography

Notes

PART 2: Marketing as an Engine of Business Growth

CHAPTER 4: Creating Value to Disrupt Markets

What Are Market Disruptions?

How Do We Best Prepare to Introduce a New Product or Rethink an Existing Product?

How Can We Create a Value Proposition?

Different Types of Market Disruptions

How to Analyze Market Disruptions—A Case‐Based Approach

Conclusion

Author Biographies

Notes

CHAPTER 5: Customer Centricity as a Business Strategy

What Is Customer Centricity?

The Three Centricities

What Customer Centricity Is Not

“The Customer” Does Not Exist

Customer Segmentation: The Truck Stop

The Airline Passenger

From Differentiation to Valuation

CLV in the Real World

Customer‐Centric Business Valuation

Conclusion

Author Biography

Notes

CHAPTER 6: Emptor Cognita: Competitive Advantage through Buyer Learning

Buyer Learning

Market Pioneering

Brand Differentiation

Brand Status

Conclusion

Author Biography

Notes

CHAPTER 7: Defensive Market Strategy

Defining Defensive Strategy

The Three Key Steps in Defense

Keys to Success

Conclusion

Author Biography

Notes

PART 3: Developing a Winning Marketing Strategy

CHAPTER 8: Target Market Analysis: How to Identify the Right Customers

Today’s Marketer Is Not an Adman

The Target Imperative

Strategic Segmenting to Facilitate Target Selection

Key Tools for Smart Targeting—Understanding Customer Lifetime Value

Keys to Smart Targeting—Creating Personas

The Keys to Smart Targeting—The Journey Is Half the Fun

Pulling It All Together

Author Biography

CHAPTER 9: Defining Customer Segments: Four Steps for Successful Market Segmentation

Step 1: Understand Customer Needs, Goals, and Problems

Step 2: Understand Customers’ Current Solutions

Step 3: Assign a Value to Each Segment or Subsegment

Step 4: Find Reliable Segment Indicators

Conclusion

Author Biography

CHAPTER 10: Crafting a Positioning Strategy: Capturing the Customer Mindshare

The Classic Positioning Statement

How Do We Get There? How to Practically Find Your Brand’s Positioning

Purpose: When and How to Leverage a Higher‐Order Social Purpose for Commercial Purposes

AI‐Enabled Personalization

Conclusion

Author Biography

Notes

PART 4: Creating Value with Brands

CHAPTER 11: Building Strong Brands

The Brand as a Marketing Tool

The Brand as a Mental Image

How Brands Create Value

Brands as a Means of Creating Customer Value

Brands as a Means of Creating Company Value

Brand Valuation

Conclusion

Author Biography

Notes

CHAPTER 12: Creating a Meaningful Brand Image

Integrate the Brand Image into Your Strategic Thinking

Track the Brand Image to Verify Success

Ensure Consistency in Touchpoints to Build a Coherent Brand Image

Conclusion

Author Biography

Notes

CHAPTER 13: Brand Resilience: Surviving a Brand Crisis

Brands as Signals of Quality

The Shift from Communicating Quality to Signaling Trust

The Mounting Pressures on Brand Trust

Creating Resilient Brands

Assess Brand Risks

Galvanize Your Brand Troops

Deploy Your Brand Risk Early‐Warning Systems

Repel the Attacks on Your Brand

Learn and Adapt Your Brand Defenses

Measure and Track Brand Resilience

Generate Popular Support for Your Brand Resilience Campaign

Conclusion

Author Biography

Notes

PART 5: Crafting a Successful Communication Campaign

CHAPTER 14: Managing Advertising: From Strategic Planning to Creative Review

Critical Stages of Advertising

The Creative Brief: A Strategic Blueprint for Success

Creative Review: Structuring and Providing Feedback

The ADPLAN Framework

Four Zone Feedback

Conclusion

Author Biography

Notes

CHAPTER 15: Developing an Impactful Communication Campaign

Who: Targeting in Communications

When, Where, and What: Multi‐Channel Planning

The Rise of Data

Practical Journey Mapping to Inform When, Where, and What

Next‐Generation Journeys

What’s Next

Conclusion

Author Biography

Notes

CHAPTER 16: Marketing in the Metaverse

What Is the Metaverse?

The Seven Layers of the Metaverse

Three Decades of Marketing in a Digital World

Three Horizons of Marketing

Case Study: Nike in the Metaverse

Making Moves in the Metaverse

Conclusion

Author Biography

Notes

PART 6: Designing Effective Distribution Channels

CHAPTER 17: Strategic Channel Management

What Is a Channel and How Does It Create Value?

Introducing the Channel Map

The Functions of a Channel

Understanding Service Output Demands

The Channel Partners

Retailers and What They Do

How Retail Buyers Think

Trending Channel Structures: Direct‐to‐Consumer Models and Marketplaces

Conclusion

Author Biographies

CHAPTER 18: Go‐to‐Market Omnichannel Design

What Is an Omnichannel?

What an Omnichannel Experience Looks Like: H&R Block

The Elements of an Omnichannel Experience

How a CDP Works

Subaru: Combining the Front End and Back End for an Omnichannel Experience

Managerial Considerations When Leading an Omnichannel Transformation Implementation

Conclusion

Author Biography

Notes

CHAPTER 19: Sales as Storytelling

Sales and Marketing

Why Story?

The Two Arcs of Storytelling

A New Asset Class

The Story Matrix™

Forward Together

Conclusion

Author Biography

Notes

PART 7: Data‐Driven Marketing

CHAPTER 20: Leading with AI and Analytics

Moneyball: What Really Happened

Analytics and AI Are Every Leader’s Problem—Here’s Why

The AIA Framework for Marketers

Applying the AIA Framework in Marketing: Propensity Versus Uplift

Conclusion

Author Biographies

Notes

CHAPTER 21: Leveraging Technology to Manage the Customer Experience

Profitable Growth Through Customer Acquisition, Retention, and Development

Managing Consumer Relationships and Experiences in the B2C Context

Managing Customer Relationships and Experiences in the B2B Context

Conclusion

Author Biography

Notes

CHAPTER 22: The Consumer INSIGHT Framework: A Hypothesis‐Driven Approach to Data Analytics

The Need for a Hypothesis Generation Mindset

Action‐Oriented versus Process‐Oriented Approaches

The INSIGHT Framework

Obtaining and Testing Insight in a Digitally Supersonic World

Conclusion

Author Biographies

Notes

CHAPTER 23: Personalization—Today and Tomorrow

Tapping the Power of Predictive Analytics

Delta Airlines: Increasing Customer Lifetime Value

Auto Mercado: Personalization on a Smaller Scale

Customer Triggers to Optimize Timing and Content

The Timely Reminder

AI for Personalization

The Connected Strategy

Conclusion

Author Biography

Notes

End User License Agreement

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (Pearson), now in its 15th Edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.

Professor Kotler was named the first recipient of four major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie “Marketing for a Better World” Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.” A recent Forbes survey ranks Professor Kotler in the top 10 of the world’s most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the 21st century.

Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major US and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.

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.

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