Kellogg on Marketing

The Kellog Marketing Faculty, Northwestern University

Dawn Iacobucci

Publisher: Wiley, 2001, 427 pages

ISBN: 0-471-35399-X

Keywords: Marketing

Last modified: July 17, 2021, 12:11 p.m.

Here is the best cutting-edge thinking on marketing strategy from the world's leading institution for studying marketing: the renowned Kellogg School of Management at Northwestern University. Gathering multiple perspectives from such internationally distinguished professors as Kellogg's marketing guru Philip Kotler, this is the first book to compile a wide array of business expertise from a top school — providing executives and managers in any industry with creative, highly effective solutions to a variety of marketing dilemmas.

Destined to become a marketing classic, Kellogg on Marketing includes individual chapters written by Kellogg marketing professors and covers key areas of discussion such as:

  • New twists on fundamental marketing concepts: segmentation, targeting, and positioning
  • Marketplace tools, referred to as the 4P's: product, price, promotion, and place
  • The future of marketing

Building on the successful model of Wharton on Dynamic Competitive Strategy, the unique collection business wisdom in Kellogg on Marketing will be invaluable to marketing executives, managers, consultants, and MBA students focused on successful careers in marketing.

    • Foreword: Looking Backward and Forward
      Sidney J. Levy
    • Preface: Reflections on Marketing
      Philip Kotler
    • Introduction
      Dawn Iacobucci
  • Section I: Strategy: Thinking About the Customer and Marketplace
    1. Segmentation and Targeting
      Brian Sternthal and Alice M. Tybout
    2. Brand Positioning
      Alice M. Tybout and Brian Sternthal
    3. Brand Design
      Bobby J. Calder and Steven J. Reagan
    4. Creating and Managing Brands
      Alice M. Tybout and Gregory S. Carpenter
    5. Market-Driving Strategies: Toward a New Concept of Competitive Advantage
      Gregory S. Carpenter, Rashi Glazer, and Kent Nakamoto
    6. Managing New Product Development for Startegic Competitive Advantage
      Dipak Jain
  • Section II: Intelligence: Learning About the Customer and Marketplace
    1. Understanding Consumers
      Bobby J. Calder
    2. Qualitative Inquiry in Marketing and Consumer Research
      John F. Sherry Jr. and Robert V. Kozinets
    3. Quantitative Marketing Research
      Dawn Iacobucci
  • Section III: Implementation: Managing the Marketplace
    1. Advertising Strategy
      Brian Sternthal
    2. Market Channel Design and Management
      Anne T. Coughlan and Louis W. Stern
    3. Pricing Strategies and Tactics
      Lakshman Krishnamurthi
    4. Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles
      Robert C. Blattberg and Jacquelyn S. Thomas
    5. Services Marketing and Customer Service
      Dawn Iacobucci
    6. Managing Market Offerings in Business Markets
      James C. Anderson, Gregory S. Carpenter, and James A. Narus
    7. The Successful Selling Organization
      Andris A. Zoltners, Prabhakant K. Sinha, and Greg A. Zoltners
    8. Marketing in the Age of Information Democracy
      Mohanbir Sawhney and Philip Kotler

Reviews

Kellogg on Marketing

Reviewed by Roland Buresund

Disappointing *** (3 out of 10)

Last modified: May 21, 2007, 3:09 a.m.

Kellogg is supposed to be in the fore-front when it comes to marketing, but this book disappointed me. Some value were present, but most were small incremental steps on old knowledge. Not bad, but not worth buying either.

Comments

There are currently no comments

New Comment

required

required (not published)

optional

required

captcha

required