Kellogg on Marketing (eBook)

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The Marketing Faculty of the Kellogg School of Management

Autor: Alexander (Hrsg.) Chernev

CHF 22.00

ISBN: 978-1-119-90625-4

Einband: Adobe Digital Editions

Verfügbarkeit: Download, sofort verfügbar (Link per E-Mail)

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Building on Kellogg's tradition of marketing leadership, Kellogg on Marketing presents the current developments in marketing theory and practice.

Combining cutting-edge research with real-world insight, expert authors-the marketing faculty at the Kellogg School of Management-outline the fundamental marketing concepts and show how the practical application of these concepts can help companies gain and sustain market position.

Centered around customer centricity and value creation, the ideas presented in this book can help managers design bestselling products and services, develop impactful communication campaigns, and create effective distribution channels. Specifically, Kellogg on Marketing covers the following topics:

How to align marketing strategy with tactical activities
How to create a customer-centric and market-driving organization
How to develop winning marketing strategies
How to build strong brands
How to craft successful communication campaigns
How to design effective distribution channels
How to use data analytics and AI to create market value

Kellogg on Marketing is the essential reference for everyone seeking to achieve market success: from entrepreneurs to managers working in large companies, from junior marketers to senior executives, from engineers designing a company's next offerings to creative teams developing the communication campaign promoting these offerings.

Whether you are new to marketing or an experienced marketer, Kellogg on Marketing can deepen your knowledge by offering strategic insights as well as practical illustrations of how to design actionable marketing programs that create value for your target customers in a way that benefits your company and collaborators.

Autor	Chernev, Alexander (Hrsg.) / Kotler, Philip (Hrsg.)
Verlag	John Wiley & Sons
Einband	Adobe Digital Editions
Erscheinungsjahr	2023
Seitenangabe	432 S.
Ausgabekennzeichen	Englisch
Masse	4'446 KB
Auflage	23003 A. 3. Auflage

Über den Autor Alexander (Hrsg.) Chernev

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.