Kellogg On Marketing
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Author | : Dawn Iacobucci |
Publisher | : John Wiley & Sons |
Total Pages | : 448 |
Release | : 2001-06-18 |
Genre | : Business & Economics |
ISBN | : 0471054046 |
Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." —Betsy D. Holden, President and CEO, Kraft Foods "Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." —Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company "The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." —Robert A. Eckert, Chairman and CEO, Mattel, Inc. "This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." —Mel Bergstein, Chairman and CEO, Diamond Technology Partners "New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School." —Ronald W. Dollens, President, Guidant Corporation
Author | : Alice M. Tybout |
Publisher | : John Wiley & Sons |
Total Pages | : 413 |
Release | : 2011-01-07 |
Genre | : Business & Economics |
ISBN | : 111804603X |
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Author | : Iacobucci |
Publisher | : John Wiley & Sons |
Total Pages | : 344 |
Release | : 2007-02 |
Genre | : |
ISBN | : 9788126511242 |
Market_Desc: · Practicing Marketing Managers· Academics· Students Special Features: · Top-notch marketing advice from the renowned Kellogg Graduate School of Management· Contributors in this volume are extremely knowledgeable and well-regarded About The Book: This book takes the usual quantitative database concepts and integrates them with qualitative special-relationship marketing concepts, thus broadening the book's appeal and giving managers information they can really use to strengthen customer relationships and increase sales. The book merges the two streams in current marketing practice - mass branding and one-to-one relationship marketing - into a single integrated concept. The book opens with an overview of each approach and a vision of how to combine them into a more powerful, integrated approach. The second part of the book recommends ways that managers should respond to specific marketing challenges. Part 3 takes a look at Multiplex Marketing, the future of database marketing.
Author | : Bobby J. Calder |
Publisher | : John Wiley & Sons |
Total Pages | : 324 |
Release | : 2012-06-29 |
Genre | : Business & Economics |
ISBN | : 1118429117 |
In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.
Author | : |
Publisher | : John Wiley & Sons |
Total Pages | : 368 |
Release | : 2019-03-19 |
Genre | : Business & Economics |
ISBN | : 111953318X |
World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.
Author | : David Dranove |
Publisher | : John Wiley & Sons |
Total Pages | : 245 |
Release | : 2005-08-05 |
Genre | : Business & Economics |
ISBN | : 0471478555 |
Written for business executives and MBA students, Kellogg on Strategy is a practical guide to choosing the right strategy for your business and applying it correctly. Rather than covering the basics of strategy, this expert guide shows you how to use strategy effectively so your business can succeed. You'll learn to analyze your current competitive position, develop the perfect strategy to match your goals, and apply that strategy thoughtfully and effectively. Inside, you'll find expert guidance on: * Measuring your firm's competitive advantage * Analyzing opportunities and threats in your industry * Responding to a competitor's strategy and pricing * Coping with entry into new markets * Positioning your firm against the competition * Developing a sustainable, long-term competitive advantage * And much more
Author | : Philip Kotler |
Publisher | : Harvard Business Press |
Total Pages | : 216 |
Release | : 2002 |
Genre | : Business & Economics |
ISBN | : 9781578516001 |
The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee, is that marketing has not kept pace with the markets. In today's world, customers are scarce-not products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality. Marketing Moves describes the next transformational imperative for marketing-and for any organization competing in our customer-ruled, technology-driven marketplace. It calls for a fundamental rethinking of corporate strategy to enable the ongoing creation and delivery of superior value for customers in both the marketplace and the marketspace. And it appoints marketing as the lead driver in shaping and implementing this new strategy. The means for accomplishing this lies in a radically new marketing paradigm the authors call holistic marketing -a dynamic concept derived from the electronic connectivity and interactivity among companies, customers, and collaborators. This new paradigm combines the best of traditional marketing with new digital capabilities to build long-term, mutually satisfying relationships and co-prosperity among all key stakeholders. Outlining a framework for implementing holistic marketing that calls for integrating customer demand management, internal and external resource allocation, and network collaboration-the authors show how holistic marketing can enable companies to: - Identify new value opportunities for renewing their markets - Efficiently create the most promising new value offerings - Deliver products, services, and experiences that more precisely match individual customer requirements - Consistently operate at the highest level of product quality, service, and speed Thought-provoking and practical, Marketing Moves shows how to build a complete marketing platform primed for the challenges and opportunities of a customer-centric world. AUTHORBIO: Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago. Dipak C. Jain is Dean of the Kellogg Graduate School of Management. Suvit Maesincee is a Professor of Marketing at the Sasin Graduate Institute of Business Administration at Chulalongkorn University in Bangkok, Thailand.
Author | : Mark Jeffery |
Publisher | : John Wiley & Sons |
Total Pages | : 325 |
Release | : 2010-02-08 |
Genre | : Business & Economics |
ISBN | : 0470504544 |
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
Author | : Anuradha Dayal-Gulati |
Publisher | : Northwestern University Press |
Total Pages | : 258 |
Release | : 2010-08-31 |
Genre | : Business & Economics |
ISBN | : 0810126958 |
focuses on India's airline, pharmaceutical, automobile, hospitality, food, and telecommunications industries to create a well-rounded profile of the evolving Indian market. An essay on each business sector describes its market structure, the current state of the industry, the main players, key economic forces, and selected business strategies, analyzing how the sector might develop over the next five to ten years against the backdrop of the deeper economic and demographic transitions that are taking place in India. In sum, this anthology enumerates the challenges and opportunities for companies---both domestic and multinational---doing business in India today. --Book Jacket.
Author | : Ranjay Gulati |
Publisher | : John Wiley & Sons |
Total Pages | : 370 |
Release | : 2003-06-16 |
Genre | : Business & Economics |
ISBN | : 0471273082 |
Ein Buch der Kellogg School of Management. Geschrieben von renommierten Professoren. "Kellog on Technology and Innovation" ist eine umfassende Betrachtung über innovative Technologien und ihre Konsequenzen für Unternehmens- und Finanzwelt. Bei der Untersuchung der neuen Technologien gehen die Autoren ausschließlich von einer unternehmensbezogenen Perspektive aus. Sie vermitteln dabei aber nicht nur einen Überblick über die vielversprechenden Verlockungen dieser Technologiebereiche, sondern geben auch eine fundierte Darstellung über gewinnbringende Geschäftschancen und potentielle Gewinne für Investoren, die sich aus der Kommerzialisierung dieser Technologien ergeben können.