Kellogg on Marketing 2e

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.

When executives and professionals want thought leadership in marketing, they look to one place: The Kellogg School of Management. For years, Kellogg has set the standard for combining cutting–edge research with real–world insight, sending its graduates to the marketing departments of today′s—and tomorrow′s—most dynamic enterprises. Now, Kellogg on Marketing, Second Edition gives you unique access to a complete course on marketing from this program′s renowned faculty.

In fully updated and all–new chapters, this Second Edition takes on all the key questions and challenges you′ll find in the current marketing landscape, including social media, product innovation, user–generated branding, and more. At the same time, the expert authors convincingly demonstrate how—and which—fundamental concepts continue to guide sound marketing practice.

Building on the coverage in the now–classic first edition, this Second Edition features new material and perspectives on:

• The changing nature of distribution, including new digital channels

• Advertising on blogs, Web sites, YouTube, and more

• The effects of social media on branding

• Marketing to customers in underdeveloped or developing markets

• Innovating successfully in an age of short product life cycles

• Adopting a customer focus throughout your organization

• And much more

Whether you′re new to marketing or have many years′ experience, Kellogg on Marketing, Second Edition supplies you with both strategic insights and on–the–ground examples so you can deepen your knowledge base and create winning, profitable marketing plans.

The first edition of Kellogg on Marketing set a high standard with a cutting–edge presentation of the best knowledge and practices in the field. Now, the Second Edition of this benchmark guide breaks new ground, providing fresh perspectives on timeless fundamental issues as well as the latest ideas. This includes:

• The latest emerging opportunities and challenges for marketers

• The branding uses of social media and consumer–generated media

• Recent developments in advertising, distribution, pricing, and branding in markets around the world

• Connecting marketing to other functional areas such as sales and operations for increased impact

• Customer–centric practices for frontline employees, salespeople, those in operations, and others

• Techniques for marketing to lower–income consumers

• Using innovation to find new customers in a hypercompetitive economy

• Strategies for effective social innovation

• Management of product lines and brand portfolios

• Internal branding

• And more