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.
Author(s): Alexander Chernev, Philip Kotler
Edition: 3
Publisher: Wiley
Year: 2023
Language: English
Pages: 432
City: Hoboken
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 Matrix™
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
