Kellogg on Marketing

Name: Kellogg on Marketing
Brand: Unknown
SKU: 9781119906247
Price: 66.99 NZD
Availability: InStock

The Marketing Faculty of the Kellogg School of Management

Summary

Kellogg on Marketing, authored by experts from the Kellogg School of Management, provides insightful analysis and strategies on effective marketing. This comprehensive guide delves into various aspects of marketing, such as brand management, consumer behaviour, and innovative marketing techniques. It incorporates real-world examples and case studies, making it an invaluable resource for both budding marketers and seasoned professionals in the business field.
Read More

Format: Hardback

$66⁹⁹

AVAILABLE WITH SUPPLIER Ships from our Auckland warehouse within 3-4 weeks

Found a better price? Request a price match

Kellogg on Marketing

$66⁹⁹

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

This book may appeal to you if you're interested in mastering the art of marketing from the perspective of one of the leading business schools. If you're keen to explore strategic insights, innovative ideas, and real-world applications in marketing, this book can provide a comprehensive guide to enhancing your skills in the dynamic world of business and entrepreneurship.

Description

The ultimate marketing resource from the world’s leading scholars

From the world’s #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Philip Kotler and Alexander Chernev. With hundreds of pages of brand-new material on timely topics, like creating value to disrupt markets, defensive marketing strategies, strategic customer management, building strong brands, and marketing in the metaverse, the book explores foundational and advanced topics in marketing management.

You’ll discover a renewed focus on digital transformation and data analytics, as well as comprehensive explanations of the strategic and tactical aspects of effective marketing. From managing business growth to identifying target customers, developing a meaningful value proposition, and data-driven marketing, every area relevant to marketing professionals is covered by expert contributors possessing unique insights into their respective competencies.

Readers will also find:

Discussions of the unique challenges facing brands in designing and managing their image and techniques for building resilient brands
Strategies for creating loyal customers and developing personalisation at scale
Strategies for designing effective omni-channel marketing platforms
Strategies for crafting a successful cross-platform communications campaigns
Discussions on the application of data analytics and artificial intelligence to the creation of successful marketing programmes

An indispensable resource for any professional expected to contribute to their organisation’s marketing efforts or business growth, Kellogg on Marketing, Third Edition, also earns a place in curricula of the business schools educating the next generation of business leaders.

Book Details

INFORMATION

ISBN: 9781119906247

Publisher: John Wiley & Sons Inc

Format: Hardback

Date Published: 17 April 2023

Country: United States

Imprint: John Wiley & Sons Inc

Edition: 3rd edition

Contributors:

Edited by Philip Kotler
Edited by Alexander Chernev

Audience: General / adult

DIMENSIONS

Spine width: 41.0mm

Width: 160.0mm

Height: 234.0mm

Weight: 635g

Pages: 432

Collections

Business & Entrepreneurship Non-Fiction

About the Author

ALEXANDER CHERNEV is a Professor of Marketing at the Kellogg School of Management, Northwestern University. He received PhDs from Sofia University in psychology and Duke University in marketing. He has been ranked among the top ten most prolific scholars in the leading marketing journals and serves as an area editor and on the editorial boards of many leading research journals. Dr. Chernev has written numerous textbooks on the topics of marketing strategy, brand management, and behavioral science, and has worked with Fortune 500 companies to reinvent their business models, build strong brands, and gain competitive advantage.

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his Master’s Degree from the University of Chicago and a PhD from MIT, both in economics. His co-authored book, Marketing Management, now in its sixteenth edition, is the world’s leading textbook in marketing. Dr. Kotler has published 90 books and has received numerous awards, including 22 honorary degrees from abroad. He has consulted with major companies and has taught extensively abroad. Dr. Kotler has been a member of The Advisory Board of the Drucker Foundation and The Board of Trustees of the School of the Art Institute of Chicago.