Kellogg on MarketingAlice M. Tybout, Bobby J. Calder 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.
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. |
Contents
Chapter | 3 |
Identifying Market Segments and Selecting Targets | 26 |
Chapter 3 | 56 |
Developing a Compelling Brand Positioning | 73 |
Writing a Brand Positioning Statement and Translating | 92 |
Chapter 6 | 112 |
Section | 143 |
Chapter 8 | 161 |
Chapter 12 | 253 |
Marketing to Consumers at the Bottom of the Pyramid | 287 |
Chapter 14 | 307 |
Chapter 15 | 319 |
Chapter 16 | 332 |
Chapter 17 | 348 |
The Answer | 361 |
Chapter 19 | 373 |
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Common terms and phrases
achieve advertising alternatives approach associated assortment attractive behavior benefits brand positioning statement buyers CEMEX challenge channel design channel manager channel members Chapter choice Coca-Cola company’s competitive competitors concept consider Courier Westford Creating Customers culture current customers decisions demographic developed differentiation dimensions employees end-users example experience experiential brands explanation FedEx firm firm’s focusing goal image brands impact important increase innovation insight iPhone iPod JWBT313-Tybout February 21 Kellogg on Marketing Kellogg School launched manufacturer marketing channel marketing research marketing strategy McDonald’s Mercedes-Benz needs Northwestern University offering Old Spice options organization paradigm percent performance point of difference potential price sensitivity Printer Name problem Procter & Gamble product category profit programs provides purchase QuikTrip result retailers role sales effectiveness drivers salespeople Sandwich Strategy Saturn SEGmENtAtioN AND TARGEtiNG selling service output demands social media success sumers superior understanding users value capture Zappos Zipcar