Kellogg on Marketing

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 business wisdom in Kellogg on Marketing will be invaluable to marketing executives, managers, consultants, and MBA students focused on successful careers in marketing.

• Foreword: Looking Backward and Forward
  Sidney J. Levy
• Preface: Reflections on Marketing
  Philip Kotler
• Introduction
  Dawn Iacobucci
• Section I: Strategy: Thinking About the Customer and Marketplace
1. Segmentation and Targeting
   Brian Sternthal and Alice M. Tybout
2. Brand Positioning
   Alice M. Tybout and Brian Sternthal
3. Brand Design
   Bobby J. Calder and Steven J. Reagan
4. Creating and Managing Brands
   Alice M. Tybout and Gregory S. Carpenter
5. Market-Driving Strategies: Toward a New Concept of Competitive Advantage
   Gregory S. Carpenter, Rashi Glazer, and Kent Nakamoto
6. Managing New Product Development for Startegic Competitive Advantage
   Dipak Jain
• Section II: Intelligence: Learning About the Customer and Marketplace
7. Understanding Consumers
   Bobby J. Calder
8. Qualitative Inquiry in Marketing and Consumer Research
   John F. Sherry Jr. and Robert V. Kozinets
9. Quantitative Marketing Research
   Dawn Iacobucci
• Section III: Implementation: Managing the Marketplace
10. Advertising Strategy
    Brian Sternthal
11. Market Channel Design and Management
    Anne T. Coughlan and Louis W. Stern
12. Pricing Strategies and Tactics
    Lakshman Krishnamurthi
13. Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles
    Robert C. Blattberg and Jacquelyn S. Thomas
14. Services Marketing and Customer Service
    Dawn Iacobucci
15. Managing Market Offerings in Business Markets
    James C. Anderson, Gregory S. Carpenter, and James A. Narus
16. The Successful Selling Organization
    Andris A. Zoltners, Prabhakant K. Sinha, and Greg A. Zoltners
17. Marketing in the Age of Information Democracy
    Mohanbir Sawhney and Philip Kotler

Kellogg is supposed to be in the fore-front when it comes to marketing, but this book disappointed me. Some value were present, but most were small incremental steps on old knowledge. Not bad, but not worth buying either.