Kellogg on Marketing (eBook)

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 vii

Acknowledgments xiii

Part 1 Marketing Strategy and Tactics 1

1 Marketing in the Age of Disruption 3
Alexander Chernev and Philip Kotler

2 The Fall of the Four Ps and the Rise of Strategic Marketing 19
Alexander Chernev and Philip Kotler

3 The Framework for Marketing Management 33
Alexander Chernev

Part 2 Marketing as an Engine of Business Growth 51

4 Creating Value to Disrupt Markets 53
Lakshman Krishnamurthi and Rebecca Devine

5 Customer Centricity as a Business Strategy 71
Tom O'Toole

6 Emptor Cognita: Competitive Advantage through Buyer Learning 87
Gregory S. Carpenter

7 Defensive Market Strategy 99
Tim Calkins

Part 3 Developing a Winning Marketing Strategy 115

8 Target Market Analysis: How to Identify the Right Customers 117
Julie Hennessy

9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131
Kent Grayson

10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151
Kevin McTigue

Part 4 Creating Value with Brands 167

11 Building Strong Brands 169
Alexander Chernev

12 Creating a Meaningful Brand Image 189
Neal J. Roese

13 Brand Resilience: Surviving a Brand Crisis 205
Jonathan Copulsky

Part 5 Crafting a Successful Communication Campaign 225

14 Managing Advertising: From Strategic Planning to Creative Review 227
Derek D. Rucker

15 Developing an Impactful Communication Campaign 247
Kevin McTigue

16 Marketing in the Metaverse 261
Mohan Sawhney

Part 6 Designing Effective Distribution Channels 279

17 Strategic Channel Management 281
Julie Hennessy and Jim Lecinski

18 Go-to-Market Omnichannel Design 305
Jim Lecinski

19 Sales as Storytelling 321
Craig Wortmann

Part 7 Data-Driven Marketing 335

20 Leading with AI and Analytics 337
Eric T. Anderson and Florian Zettelmeyer

21 Leveraging Technology to Manage the Customer Experience 351
Aparna A. Labroo

22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367
Derek D. Rucker and Aparna A. Labroo

23 Personalization: Today and Tomorrow 387
Tom O'Toole

Notes 405