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. Cover Title Page Copyright Page Contents Preface Acknowledgments Part One Marketing Strategy and Tactics Chapter 1 Marketing in the Age of Disruption The New Market Realities The Key Marketing Trends Conclusion Author Biographies 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 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 Part Two 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 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 Chapter 6 Emptor Cognita: Competitive Advantage through Buyer Learning Buyer Learning Market Pioneering Brand Differentiation Brand Status Conclusion Author Biography Chapter 7 Defensive Market Strategy Defining Defensive Strategy The Three Key Steps in Defense Keys to Success Conclusion Author Biography Part Three 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 Part Four 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 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 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 Part Five 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 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 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 Part Six 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 Chapter 19 Sales as Storytelling Sales and Marketing Why Story? The Two Arcs of Storytelling A New Asset Class The Story MatrixTM Forward Together Conclusion Author Biography Part Seven 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 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 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 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 EULA "An overview of the most important topics in marketing from the faculty of Kellogg--the world #1 MBA program in marketing. Many faculty contributors are also industry veterans, including Jim Lecinski (former VP at Google), Kevin McTigue (former SVP at SapientRazorfish), and Tom O'Toole (former CMO of United Airlines). Kellogg on Marketing, 3d edition, explains both the basics of marketing and digital marketing as well as hot new topics like marketing on platforms (such as Amazon and Facebook), and how marketing can drive positive social change. Core topics in the book that every marketer should know include branding, data-drive-marketing, marketing for business growth and marketing strategy"-- Provided by publisher