Kellogg on Marketing, Second Edition
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More About This Title Kellogg on Marketing, Second Edition


The business classic, fully revised and updated for today's marketers

The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today.

  • Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding
  • With a foreword by Philip Kotler
  • The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing

Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.


Alice M. Tybout is the Harold T. Martin Professor of Marketing and a former chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. She is academic director of the consumer marketing strategy program and the branding program at Kellogg's Allen Center, the author of more than forty articles and book chapters, a consultant for leading companies, including Abbott Laboratories, Coca-Cola Company, and Pfizer, and a member of the board of directors of RHR International.

Bobby J. Calder is the Charles H. Kellstadt Professor of Marketing and the current chairperson of the Department of Marketing at the Kellogg School of Management, Northwestern University. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen Hamilton. He is the author of numerous research studies and articles. He has been a consultant to companies such as Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, Tribune Co., and Time Warner.



Thinking About Marketing ix
Philip Kotler

Preface xi
Alice M. Tybout and Bobby J. Calder

Acknowledgments xix

Section One Developing a Marketing Strategy

Chapter 1 Creating Customers and Shaping the Competitive Game 3
Gregory S. Carpenter

Chapter 2 Identifying Market Segments and Selecting Targets 26
Alice M. Tybout and Kent Grayson

Chapter 3 Marketing Research and Understanding Consumers 56
Bobby J. Calder

Chapter 4 Developing a Compelling Brand Positioning 73
Alice M. Tybout and Brian Sternthal

Chapter 5 Writing a Brand Positioning Statement and Translating It into Brand Design 92
Bobby J. Calder

Chapter 6 Creating and Managing Brands 112
Alice M. Tybout and Gregory S. Carpenter

Section Two Implementing the Strategy

Chapter 7 Making the Brand Come Alive within Your Organization 145
Lisa Fortini-Campbell

Chapter 8 The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture 161
Dipak C. Jain

Chapter 9 Pricing for Profit 182
Lakshman Krishnamurthi

Chapter 10 Advertising Strategy 209
Dereck D. Rucker and Brian Sternthal

Chapter 11 Marketing Channel Design and Management 232
Anne T. Coughlan

Chapter 12 Building a Winning Sales Force 258
Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer

Section Three Perspectives on Contemporary Issues in Marketing

Chapter 13 Marketing to Consumers at the Bottom of the Pyramid 287
Bobby J. Calder, Richard Kolsky, and Maria Flores Letelier

Chapter 14 The New Influence of Social Media 307
Lakshman Krishnamurthi and Shyam Gopinath

Chapter 15 From the Wheel to Twitter: Where Do Innovations Come From? 319
David Gal

Chapter 16 Brand-Led Innovation 332
Bobby J. Calder and Edward S. Calder

Chapter 17 Managing Product Assortments: Insights from Consumer Psychology 348
Ryan Hamilton and Alexander Chernev

Chapter 18 Goal-Driven Marketing Research: The Answer to a Shrinking Budget 361
Angela Y. Lee

Chapter 19 Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results 373
Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer

Chapter 20 Creating Superior Value By Managing the Marketing–Operations Management Interface 393
Anne T. Coughlan and Jeffrey D. Shulman

Index 409