Kellogg On Marketing (prakash Exclusive)

The book includes an overview from international marketing guru, Philip Kotler and contains chapters written by individual professors that explore cutting-edge marketing strategy from multiple perspectives. Three key areas of discussion include: a new twist on fundamental marketing concepts-segmentation, targeting, and positioning; marketplace tools, referred to as the 4P's (product, price, promotion, place); and a look at the future of marketing. This book builds on the successful model of Wharton on Dynamic Competitive Strategy.

Table of contents :
Part I: Strategy: Thinking about the Customer and Marketplace
· Segmentation and Targeting
· Brand Positioning
· Brand Design
· Creating and Managing Brands
· Market-Driving Strategies: Toward a New Concept of Competitive Advantage
· Managing New Product Development for Strategic Competitive Advantage

Part II: Intelligence: Learning about the Customer and Marketplace
· Understanding Consumers
· Qualitative Inquiry in Marketing and Consumer Research
· Quantitative Marketing Research

Part III: Implementation: Managing the Marketplace
· Advertising Strategy
· Market Channel Design and Management
· Pricing Strategies and Tactics
· Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles
· Services Marketing and Customer Service
· Managing Market Offerings in Business Markets
· The Successful Selling Organization
· Marketing in the Age of Information Democracy

About the Contributors
Index



Market Description :
· Marketing Executives
· Marketing Managers
· Executive Education and MBA Programs
· Marketing Consultants

About Author :
Dawn Iacobucci is Professor of Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.