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Kellogg on Marketing
The Marketing Faculty of the Kellogg School of Management
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Kellogg on Marketing
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
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Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
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Description
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 personalisation 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 programmes
An indispensable resource for any professional expected to contribute to their organisation’s marketing efforts or business growth, Kellogg on Marketing, Third Edition, also earns a place in curricula of the business schools educating the next generation of business leaders.
Book Details
INFORMATION
ISBN: 9781119906247
Publisher: John Wiley & Sons Inc
Format: Hardback
Date Published: 17 April 2023
Country: United States
Imprint: John Wiley & Sons Inc
Edition: 3rd edition
Contributors:
- Edited by Philip Kotler
- Edited by Alexander Chernev
Audience: General / adult
DIMENSIONS
Spine width: 41.0mm
Width: 160.0mm
Height: 234.0mm
Weight: 635g
Pages: 432
Collections
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.
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