The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.

The business classic, fully revised and updated for today'smarketersThe second edition of Kellogg on Marketing provides aunique and highly regarded perspective on both the basics ofmarketing and on new issues that are challenging businessestoday.* Includes more than 60% new material on both fundamentalmarketing concepts and hot topics such as Product InnovationSocial Media, Marketing to Consumers at the Bottom of the Pyramidand Internal Branding* With a foreword by Philip Kotler* The Kellogg School of Management is recognized around the worldas the leading MBA program in MarketingAlong with the new material, the core concepts covered in thefirst edition have all been updated-including targeting andpositioning, segmentation, consumer insights, and more. This is amust-have marketing reference.

ForewordThinking About Marketing ixPhilip KotlerPreface xiAlice M. Tybout and Bobby J. CalderAcknowledgments xixSection One Developing a Marketing StrategyChapter 1 Creating Customers and Shaping the Competitive Game 3Gregory S. CarpenterChapter 2 Identifying Market Segments and Selecting Targets 26Alice M. Tybout and Kent GraysonChapter 3 Marketing Research and Understanding Consumers 56Bobby J. CalderChapter 4 Developing a Compelling Brand Positioning 73Alice M. Tybout and Brian SternthalChapter 5 Writing a Brand Positioning Statement and Translating It into Brand Design 92Bobby J. CalderChapter 6 Creating and Managing Brands 112Alice M. Tybout and Gregory S. CarpenterSection Two Implementing the StrategyChapter 7 Making the Brand Come Alive within Your Organization 145Lisa Fortini-CampbellChapter 8 The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture 161Dipak C. JainChapter 9 Pricing for Profit 182Lakshman KrishnamurthiChapter 10 Advertising Strategy 209Dereck D. Rucker and Brian SternthalChapter 11 Marketing Channel Design and Management 232Anne T. CoughlanChapter 12 Building a Winning Sales Force 258Andris A. Zoltners, Prabhakant Sinha, and Sally E. LorimerSection Three Perspectives on Contemporary Issues in MarketingChapter 13 Marketing to Consumers at the Bottom of the Pyramid 287Bobby J. Calder, Richard Kolsky, and Maria Flores LetelierChapter 14 The New Influence of Social Media 307Lakshman Krishnamurthi and Shyam GopinathChapter 15 From the Wheel to Twitter: Where Do Innovations Come From? 319David GalChapter 16 Brand-Led Innovation 332Bobby J. Calder and Edward S. CalderChapter 17 Managing Product Assortments: Insights from Consumer Psychology 348Ryan Hamilton and Alexander ChernevChapter 18 Goal-Driven Marketing Research: The Answer to a Shrinking Budget 361Angela Y. LeeChapter 19 Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results 373Andris A. Zoltners, Prabhakant Sinha, and Sally E. LorimerChapter 20 Creating Superior Value By Managing the Marketing-Operations Management Interface 393Anne T. Coughlan and Jeffrey D. ShulmanIndex 409