{"product_id":"kellogg-on-marketing-9781119906247","title":"Kellogg on Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 Marketing Strategy and Tactics 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Marketing in the Age of Disruption 3\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAlexander Chernev and Philip Kotler\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2 The Fall of the Four Ps and the Rise of Strategic Marketing 19\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAlexander Chernev and Philip Kotler\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3 The Framework for Marketing Management 33\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAlexander Chernev\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 Marketing as an Engine of Business Growth 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4 Creating Value to Disrupt Markets 53\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eLakshman Krishnamurthi and Rebecca Devine\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e5 Customer Centricity as a Business Strategy 71\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eTom O’Toole\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6 Emptor Cognita: Competitive Advantage through Buyer Learning 87\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eGregory S. Carpenter\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7 Defensive Market Strategy 99\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eTim Calkins\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 Developing a Winning Marketing Strategy 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e8 Target Market Analysis: How to Identify the Right Customers 117\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eJulie Hennessy\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eKent Grayson\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eKevin McTigue\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4 Creating Value with Brands 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e11 Building Strong Brands 169\u003cbr\u003e \u003ci\u003eAlexander Chernev\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12 Creating a Meaningful Brand Image 189\u003cbr\u003e \u003ci\u003eNeal J. Roese\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13 Brand Resilience: Surviving a Brand Crisis 205\u003cbr\u003e \u003ci\u003eJonathan Copulsky\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5 Crafting a Successful Communication Campaign 225\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e14 Managing Advertising: From Strategic Planning to Creative Review 227\u003cbr\u003e \u003ci\u003eDerek D. Rucker\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15 Developing an Impactful Communication Campaign 247\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eKevin McTigue\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16 Marketing in the Metaverse 261\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMohan Sawhney\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 6 Designing Effective Distribution Channels 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e17 Strategic Channel Management 281\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eJulie Hennessy and Jim Lecinski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e18 Go-to-Market Omnichannel Design 305\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eJim Lecinski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e19 Sales as Storytelling 321\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eCraig Wortmann\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 7 Data-Driven Marketing 335\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e20 Leading with AI and Analytics 337\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eEric T. Anderson and Florian Zettelmeyer\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e21 Leveraging Technology to Manage the Customer Experience 351\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAparna A. Labroo\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eDerek D. Rucker and Aparna A. Labroo\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e23 Personalization: Today and Tomorrow 387\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eTom O’Toole\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eNotes 405\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866424684887,"sku":"9781119906247","price":22.94,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119906247.jpg?v=1722278582","url":"https:\/\/bookcurl.com\/products\/kellogg-on-marketing-9781119906247","provider":"Book Curl","version":"1.0","type":"link"}