Die J.L. Kellogg Graduate School of Management an der Northwestern University gilt als international führendes Lehrinstitut auf dem Gebiet der Marketingstrategie. Dieser Band behandelt die besten und topaktuellsten Marketinggedanken aus verschiedenen Perspektiven, wobei jedes Kapitel von einem Professor des betreffenden Spezialgebietes verfaßt wurde. Diskutiert werden grundlegende Marketingkonzepte (Segmentierung, Targeting und Positionierung), die wichtigsten Marktwerkzeuge 'Produkt, Preis, Promotion und Plazierung'- auch als die 4 Ps bekannt - sowie Marketingstrategien der Zukunft. Darüber hinaus enthält das Buch einen Beitrag des international renommierten Marketing-Gurus Philip Kotler.
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
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.
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
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.