Description

Book Synopsis


Table of Contents

Preface vii

Acknowledgments xiii

Part 1 Marketing Strategy and Tactics 1

1 Marketing in the Age of Disruption 3
Alexander Chernev and Philip Kotler

2 The Fall of the Four Ps and the Rise of Strategic Marketing 19
Alexander Chernev and Philip Kotler

3 The Framework for Marketing Management 33
Alexander Chernev

Part 2 Marketing as an Engine of Business Growth 51

4 Creating Value to Disrupt Markets 53
Lakshman Krishnamurthi and Rebecca Devine

5 Customer Centricity as a Business Strategy 71
Tom O’Toole

6 Emptor Cognita: Competitive Advantage through Buyer Learning 87
Gregory S. Carpenter

7 Defensive Market Strategy 99
Tim Calkins

Part 3 Developing a Winning Marketing Strategy 115

8 Target Market Analysis: How to Identify the Right Customers 117
Julie Hennessy

9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131
Kent Grayson

10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151
Kevin McTigue

Part 4 Creating Value with Brands 167

11 Building Strong Brands 169
Alexander Chernev

12 Creating a Meaningful Brand Image 189
Neal J. Roese

13 Brand Resilience: Surviving a Brand Crisis 205
Jonathan Copulsky

Part 5 Crafting a Successful Communication Campaign 225

14 Managing Advertising: From Strategic Planning to Creative Review 227
Derek D. Rucker

15 Developing an Impactful Communication Campaign 247
Kevin McTigue

16 Marketing in the Metaverse 261
Mohan Sawhney

Part 6 Designing Effective Distribution Channels 279

17 Strategic Channel Management 281
Julie Hennessy and Jim Lecinski

18 Go-to-Market Omnichannel Design 305
Jim Lecinski

19 Sales as Storytelling 321
Craig Wortmann

Part 7 Data-Driven Marketing 335

20 Leading with AI and Analytics 337
Eric T. Anderson and Florian Zettelmeyer

21 Leveraging Technology to Manage the Customer Experience 351
Aparna A. Labroo

22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367
Derek D. Rucker and Aparna A. Labroo

23 Personalization: Today and Tomorrow 387
Tom O’Toole

Notes 405

Kellogg on Marketing

    Product form

    £22.94

    Includes FREE delivery

    RRP £26.99 – you save £4.05 (15%)

    Order before 4pm today for delivery by Mon 22 Jun 2026.

    A Hardback by Alexander Chernev, Philip Kotler

    1 in stock

      Trusted by thousands of customers. See 2,385+ Customer Reviews

      View other formats and editions of Kellogg on Marketing by Alexander Chernev

      Publisher: John Wiley & Sons Inc
      Publication Date: 17/04/2023
      ISBN13: 9781119906247, 978-1119906247
      ISBN10: 1119906245
      Also in:
      Business, Finance & Law Business and Management

      Description

      Book Synopsis


      Table of Contents

      Preface vii

      Acknowledgments xiii

      Part 1 Marketing Strategy and Tactics 1

      1 Marketing in the Age of Disruption 3
      Alexander Chernev and Philip Kotler

      2 The Fall of the Four Ps and the Rise of Strategic Marketing 19
      Alexander Chernev and Philip Kotler

      3 The Framework for Marketing Management 33
      Alexander Chernev

      Part 2 Marketing as an Engine of Business Growth 51

      4 Creating Value to Disrupt Markets 53
      Lakshman Krishnamurthi and Rebecca Devine

      5 Customer Centricity as a Business Strategy 71
      Tom O’Toole

      6 Emptor Cognita: Competitive Advantage through Buyer Learning 87
      Gregory S. Carpenter

      7 Defensive Market Strategy 99
      Tim Calkins

      Part 3 Developing a Winning Marketing Strategy 115

      8 Target Market Analysis: How to Identify the Right Customers 117
      Julie Hennessy

      9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131
      Kent Grayson

      10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151
      Kevin McTigue

      Part 4 Creating Value with Brands 167

      11 Building Strong Brands 169
      Alexander Chernev

      12 Creating a Meaningful Brand Image 189
      Neal J. Roese

      13 Brand Resilience: Surviving a Brand Crisis 205
      Jonathan Copulsky

      Part 5 Crafting a Successful Communication Campaign 225

      14 Managing Advertising: From Strategic Planning to Creative Review 227
      Derek D. Rucker

      15 Developing an Impactful Communication Campaign 247
      Kevin McTigue

      16 Marketing in the Metaverse 261
      Mohan Sawhney

      Part 6 Designing Effective Distribution Channels 279

      17 Strategic Channel Management 281
      Julie Hennessy and Jim Lecinski

      18 Go-to-Market Omnichannel Design 305
      Jim Lecinski

      19 Sales as Storytelling 321
      Craig Wortmann

      Part 7 Data-Driven Marketing 335

      20 Leading with AI and Analytics 337
      Eric T. Anderson and Florian Zettelmeyer

      21 Leveraging Technology to Manage the Customer Experience 351
      Aparna A. Labroo

      22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367
      Derek D. Rucker and Aparna A. Labroo

      23 Personalization: Today and Tomorrow 387
      Tom O’Toole

      Notes 405

      Recently viewed products

      © 2026 Book Curl

        • American Express
        • Apple Pay
        • Diners Club
        • Discover
        • Google Pay
        • Maestro
        • Mastercard
        • PayPal
        • Shop Pay
        • Union Pay
        • Visa

        Login

        Forgot your password?

        Don't have an account yet?
        Create account