Kellogg on marketing

Dawn Iacobucci, Collectif d'auteurs

400 pages, parution le 15/10/2000

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Résumé

Here is the best cutting-edge thinking on marketing strategy from the world's leading institution for studying marketing: the renowned Kellogg School of Management at Northwestern University. Gathering multiple perspectives from such internationally distinguished professors as Kellogg's marketing guru Philip Kotler, this is the first book to compile a wide array of business expertise from a top school-providing executives and managers in any industry with creative, highly effective solutions to a variety of marketing dilemmas.

Destined to become a marketing classic, Kellogg on Marketing includes individual chapters written by Kellogg marketing professors and covers key areas of discussion such as:

New twists on fundamental marketing concepts: segmentation, targeting, and positioning
Marketplace tools, referred to as the 4P's: product, price, promotion, and place
The future of marketing

Building on the successful model of Wharton on Dynamic Competitive Strategy, the unique collection of business wisdom in Kellogg on Marketing will be invaluable to marketing executives, managers, consultants, and MBA students focused on successful careers in marketing.

Contents

Chapter 1: Segmentation and Targeting
Chapter 2: Brand Positioning
Chapter 3: Brand Design
Chapter 4: Creating and Managing Brands
Chapter 5: Market-Driving Strategies: Toward a New Concept of Competitive Advantage
Chapter 6: Managing New Product Development for Strategic Competitive Advantage
Chapter 7: Understanding Consumers
Chapter 8: Qualitative Inquiry in Marketing and Consumer Research
Chapter 9: Quantitative Marketing Research
Chapter 10: Advertising Strategy
Chapter 11: Market Channel Design and Management
Chapter 12: Pricing Strategies and Tactics
Chapter 13: Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles

L'auteur - Dawn Iacobucci

DAWN IACOBUCCI is the Coca-Cola Distinguished Professor of Marketing and Head of the Marketing Department at the University of Arizona in Tucson. She was previously professor of marketing at the Kellogg School of Management, Northwestern University. She also served as editor of and contributor to Kellogg on Marketing (Wiley).

L'auteur - Collectif d'auteurs

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Dawn Iacobucci, Collectif d'auteurs
Parution	15/10/2000
Nb. de pages	400
Format	16 x 24
Couverture	Broché
Poids	777g
Intérieur	Noir et Blanc
EAN13	9780471353997

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