Kellogg on Marketing - 3rd Edition by Alexander Chernev & Philip Kotler (Hardcover)

About the Book

"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"--

Book Synopsis

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.

From the Back Cover

Building on Kellogg's tradition of marketing leadership, Kellogg on Marketing presents the current developments in marketing theory and practice.

Combining cutting-edge research with real-world insight, expert authors--the marketing faculty at the Kellogg School of Management--outline the fundamental marketing concepts and show how the practical application of these concepts can help companies gain and sustain market position.

Centered around customer centricity and value creation, the ideas presented in this book can help managers design bestselling products and services, develop impactful communication campaigns, and create effective distribution channels. Specifically, Kellogg on Marketing covers the following topics:

• How to align marketing strategy with tactical activities
• How to create a customer-centric and market-driving organization
• How to develop winning marketing strategies
• How to build strong brands
• How to craft successful communication campaigns
• How to design effective distribution channels
• How to use data analytics and AI to create market value

Kellogg on Marketing is the essential reference for everyone seeking to achieve market success: from entrepreneurs to managers working in large companies, from junior marketers to senior executives, from engineers designing a company's next offerings to creative teams developing the communication campaign promoting these offerings.

Whether you are new to marketing or an experienced marketer, Kellogg on Marketing can deepen your knowledge by offering strategic insights as well as practical illustrations of how to design actionable marketing programs that create value for your target customers in a way that benefits your company and collaborators.

About the Author

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.