Cover image for Kellogg on marketing
Kellogg on marketing
Iacobucci, Dawn.
Publication Information:
New York : Wiley, [2001]

Physical Description:
xx, 427 pages : illustrations ; 24 cm
Subject Term:
Added Author:
Format :


Call Number
Material Type
Home Location
Item Holds
HF5415 .K437 2001 Adult Non-Fiction Non-Fiction Area

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Praise for Kellogg on Marketing

"The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success."
-Betsy D. Holden, President and CEO, Kraft Foods

"Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing."
-Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company

"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy."
-Robert A. Eckert, Chairman and CEO, Mattel, Inc.

"This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing."
-Mel Bergstein, Chairman and CEO, Diamond Technology Partners

"New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School."
-Ronald W. Dollens, President, Guidant Corporation

Author Notes

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

Table of Contents

Sidney J. LevyPhilip KotlerDawn IacobucciBrian Sternthal and Alice M. TyboutAlice M. Tybout and Brian SternthalBobby J. Calder and Steven J. ReaganAlice M. Tybout and Gregory S. CarpenterGregory S. Carpenter and Rashi Glazer and Kent NakamotoDipak JainBobby J. CalderJohn F. Sherry Jr. and Robert V. KozinetsDawn IacobucciBrian SternthalAnne T. Coughlan and Louis W. SternLakshman KrishnamurthiRobert C. Blattberg and Jacquelyn S. ThomasDawn IacobucciJames C. Anderson and Gregory S. Carpenter and James A. NarusAndris A. Zoltners and Prabhakant K. Sinha and Greg A. ZoltnersMohanbir Sawhney and Philip Kotler
Foreword: Looking Backward and Forwardp. ix
Preface: Reflections on Marketingp. xiii
Introductionp. xvii
Section I Strategy: Thinking About the Customer and Marketplacep. 1
Chapter 1 Segmentation and Targetingp. 3
Chapter 2 Brand Positioningp. 31
Chapter 3 Brand Designp. 58
Chapter 4 Creating and Managing Brandsp. 74
Chapter 5 Market-Driving Strategies: Toward a New Concept of Competitive Advantagep. 103
Chapter 6 Managing New Product Development for Strategic Competitive Advantagep. 130
Section II Intelligence: Learning About the Customer and Marketplacep. 149
Chapter 7 Understanding Consumersp. 151
Chapter 8 Qualitative Inquiry in Marketing and Consumer Researchp. 165
Chapter 9 Quantitative Marketing Researchp. 195
Section III Implementation: Managing the Marketplacep. 213
Chapter 10 Advertising Strategyp. 215
Chapter 11 Market Channel Design and Managementp. 247
Chapter 12 Pricing Strategies and Tacticsp. 270
Chapter 13 Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principlesp. 302
Chapter 14 Services Marketing and Customer Servicep. 320
Chapter 15 Managing Market Offerings in Business Marketsp. 330
Chapter 16 The Successful Selling Organizationp. 366
Chapter 17 Marketing in the Age of Information Democracyp. 386
About the Contributorsp. 409
Indexp. 419