Kellogg on Marketing The Marketing Faculty of the Kellogg School of Management

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.

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 Master’s 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 world’s 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.

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