论营销学（KELLOGG ON MARKETING）
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作者： Dawn Iacobucci 著
出 版 社： 吉林长白山
出版时间： 2001-12-1字数：版次： 1页数： 426印刷时间： 2001/12/01开本：印次：纸张： 胶版纸I S B N ： 9780471353997包装： 精装内容简介
Here is the best cutting-edge thinking on marketing strategy from the world’s leading institution for studying marketing: the renowned Kellogg School of Management at Northwestern University. Gathering multiple perspectives from such internationally distinguished professors as Kellogg’s marketing guru Philip Kotler, this is the first book to compile a wide array of business expertise from a top school–providing executives and managers in any industry with creative, highly effective solutions to a variety of marketing dilemmas.
Destined to become a marketing classic, Kellogg on Marketing includes individual chapters written by Kellogg marketing professors and covers key areas of discussion such as:
New twists on fundamental marketing concepts: segmentation, targeting, and positioning
Marketplace tools, referred to as the 4P’s: product, price, promotion, and place
The future of marketing
Building on the successful model of Wharton on Dynamic Competitive Strategy, the unique collection of business wisdom in Kellogg on Marketing will be invaluable to marketing executives, managers, consultants, and MBA students focused on successful careers in marketing.
Back Cover Copy
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
作者简介
DAWN IACOBUCCI is Professor of Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.
目录
Setion I STRATEGY: THINKING ABOUT THE CUSTOMER AND MARKETPLACE
Chapter 1 Segmentation and Targeting (BSternthal & ATybout)
Chapter 2 Brand Positioning (ATybout & BSternthal)
Chapter 3 Brand Design (BCalder & SReagan)
Chapter 4 Creating and Managing Brands (ATybout & GCarpenter)
Chapter 5 Market-Driving Strategies: Toward a New Concept of Competitive Advantage (GCarpenter, et al.)
Chapter 6 Managing New Product Development for Strategic Competitive Advantage (DJain)
Setion II INTELLIGENCE: LEARNING ABOUT THE CUSTOMER AND MARKETPLACE
Chapter 7 Understanding Consumers (BCalder)
Chapter 8 Qualitative Inquiry in Marketing and Consumer Research (JSherry & RKozinets)
Chapter 9 Quantitative Marketing Research (DIacobucci)
Setion III IMPLEMENTATION: MANAGING THE MARKETPLACE
Chapter 10 Advertising Strategy (BSternthal)
Chapter 11 Market Channel Design and Management (ACoughlan & LStern)
Chapter 12 Pricing Strategies and Tactics (LKrishnamurthi)
Chapter 13 Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles (RBlattberg & JThomas)
Chapter 14 Services Marketing and Customer Service (DIacobucci)
Chapter 15 Managing Market Offerings in Business Markets (JAnderson, et al.)
Chapter 16 The Successful Selling Organization (AZoltners, et al.)
Chapter 17 Marketing in the Age of Information Democracy (MSawhney & PKotler)
About the Contributors
Index
