作者 Alice M.(爱丽丝·M·蒂博特)、Bobby J. Calder(博比·J·考尔德) 著
出版社 Wiley
出版时间 2010-08
版次 2
ISBN 9780470580141
定价 301.50元
装帧 精装
开本 16开
纸张 胶版纸
页数 448页
正文语种 英语
【内容简介】
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.
博比·J·考尔德,是美国西北大学凯洛格商学院心理学教授、查尔斯·H·凯尔斯特(Charles H. Kellstadt)市场营销教授,也是麦迪尔新闻学院的新闻学教授。此外,他还是美国西北大学媒体管理中心研究室的主管、凯洛格媒体MBA教育项目的联合主管。在过去的职业生涯中,博比·J·考尔德还曾在宾夕法尼亚大学(University of Pennsylvania)的沃顿商学院(Wharton School)以及伊利诺伊大学(University of Illinois)任过教。博比·J·考尔德还是凯洛格整合市场营销项目的联合主管。他从位于美国查珀尔希尔(Chapel Hill)的北卡罗莱纳大学(University of North Carolina)获得学士学位、硕士学位和博士学位。
【目录】
Foreword. Thinking About Marketing (Philip Kotler). Preface (Alice M. Tybout and Bobby J. Calder). Acknowledgments. Section One: Developing a Marketing Strategy. Chapter 1: Creating Customers and Shaping the Competitive Game (Gregory S. Carpenter). Chapter 2: Identifying Market Segments and Selecting Targets (Alice M. Tybout and Kent Grayson). Chapter 3: Marketing Research and Understanding Consumers (Bobby J. Calder). Chapter 4: Developing a Compelling Brand Positioning (Alice M. Tybout and Brian Sternthal). Chapter 5: Writing a Brand Positioning Statement and Translating It into Brand Design (Bobby J. Calder). Chapter 6: Creating and Managing Brands (Alice M. Tybout and Gregory S. Carpenter). Section Two: Implementing the Strategy. Chapter 7: Making the Brand Come Alive within Your Organization (Lisa Fortini-Campbell). Chapter 8: The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture (Dipak C. Jain). Chapter 9: Pricing for Profit (Lakshman Krishnamurthi). Chapter 10: Advertising Strategy (Dereck D. Rucker and Brian Sternthal). Chapter 11: Marketing Channel Design and Management (Anne T. Coughlan). Chapter 12: Building a Winning Sales Force (Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer). Section Three: Perspectives on Contemporary Issues in Marketing. Chapter 13: Marketing to Consumers at the Bottom of the Pyramid (Bobby J. Calder, Richard Kolsky, and Maria Flores Letelier). Chapter 14: The New Influence of Social Media (Lakshman Krishnamurthi and Shyam Gopinath). Chapter 15: From the Wheel to Twitter: Where Do Innovations Come From? (David Gal). Chapter 16: Brand-Led Innovation (Bobby J. Calder and Edward S. Calder). Chapter 17: Managing Product Assortments: Insights from Consumer Psychology (Ryan Hamilton and Alexander Chernev Chapter 18: Goal-Driven Marketing Research: The Answer to a Shrinking Budget (Angela Y. Lee). Chapter 19: Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results (Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer). Chapter 20: Creating Superior Value By Managing the Marketing-Operations Management Interface (Anne T. Coughlan and Jeffrey D. Shulman). Index.
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