Kellogg on Marketing
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More About This Title Kellogg on Marketing
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DAWN IACOBUCCI is Professor of Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.
English
STRATEGY: THINKING ABOUT THE CUSTOMER AND MARKETPLACE.
Segmentation and Targeting (B. Sternthal & A. Tybout).
Brand Positioning (A. Tybout & B. Sternthal).
Brand Design (B. Calder & S. Reagan).
Creating and Managing Brands (A. Tybout & G. Carpenter).
Market-Driving Strategies: Toward a New Concept of Competitive Advantage (G. Carpenter, et al.).
Managing New Product Development for Strategic Competitive Advantage (D. Jain).
INTELLIGENCE: LEARNING ABOUT THE CUSTOMER AND MARKETPLACE.
Understanding Consumers (B. Calder).
Qualitative Inquiry in Marketing and Consumer Research (J. Sherry & R. Kozinets).
Quantitative Marketing Research (D. Iacobucci).
IMPLEMENTATION: MANAGING THE MARKETPLACE.
Advertising Strategy (B. Sternthal).
Market Channel Design and Management (A. Coughlan & L. Stern).
Pricing Strategies and Tactics (L. Krishnamurthi).
Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles (R. Blattberg & J. Thomas).
Services Marketing and Customer Service (D. Iacobucci).
Managing Market Offerings in Business Markets (J. Anderson, et al.).
The Successful Selling Organization (A. Zoltners, et al.).
Marketing in the Age of Information Democracy (M. Sawhney & P. Kotler).
About the Contributors.
Index.
Segmentation and Targeting (B. Sternthal & A. Tybout).
Brand Positioning (A. Tybout & B. Sternthal).
Brand Design (B. Calder & S. Reagan).
Creating and Managing Brands (A. Tybout & G. Carpenter).
Market-Driving Strategies: Toward a New Concept of Competitive Advantage (G. Carpenter, et al.).
Managing New Product Development for Strategic Competitive Advantage (D. Jain).
INTELLIGENCE: LEARNING ABOUT THE CUSTOMER AND MARKETPLACE.
Understanding Consumers (B. Calder).
Qualitative Inquiry in Marketing and Consumer Research (J. Sherry & R. Kozinets).
Quantitative Marketing Research (D. Iacobucci).
IMPLEMENTATION: MANAGING THE MARKETPLACE.
Advertising Strategy (B. Sternthal).
Market Channel Design and Management (A. Coughlan & L. Stern).
Pricing Strategies and Tactics (L. Krishnamurthi).
Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles (R. Blattberg & J. Thomas).
Services Marketing and Customer Service (D. Iacobucci).
Managing Market Offerings in Business Markets (J. Anderson, et al.).
The Successful Selling Organization (A. Zoltners, et al.).
Marketing in the Age of Information Democracy (M. Sawhney & P. Kotler).
About the Contributors.
Index.
