Kellogg on Marketing

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.

• Preface viiAcknowledgments xiiiPart 1 Marketing Strategy and Tactics 11 Marketing in the Age of Disruption 3Alexander Chernev and Philip Kotler2 The Fall of the Four Ps and the Rise of Strategic Marketing 19Alexander Chernev and Philip Kotler3 The Framework for Marketing Management 33Alexander ChernevPart 2 Marketing as an Engine of Business Growth 514 Creating Value to Disrupt Markets 53Lakshman Krishnamurthi and Rebecca Devine5 Customer Centricity as a Business Strategy 71Tom O’Toole6 Emptor Cognita: Competitive Advantage through Buyer Learning 87Gregory S. Carpenter7 Defensive Market Strategy 99Tim CalkinsPart 3 Developing a Winning Marketing Strategy 1158 Target Market Analysis: How to Identify the Right Customers 117Julie Hennessy9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131Kent Grayson10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151Kevin McTiguePart 4 Creating Value with Brands 16711 Building Strong Brands 169Alexander Chernev12 Creating a Meaningful Brand Image 189Neal J. Roese13 Brand Resilience: Surviving a Brand Crisis 205Jonathan CopulskyPart 5 Crafting a Successful Communication Campaign 22514 Managing Advertising: From Strategic Planning to Creative Review 227Derek D. Rucker15 Developing an Impactful Communication Campaign 247Kevin McTigue16 Marketing in the Metaverse 261Mohan SawhneyPart 6 Designing Effective Distribution Channels 27917 Strategic Channel Management 281Julie Hennessy and Jim Lecinski18 Go-to-Market Omnichannel Design 305Jim Lecinski19 Sales as Storytelling 321Craig WortmannPart 7 Data-Driven Marketing 33520 Leading with AI and Analytics 337Eric T. Anderson and Florian Zettelmeyer21 Leveraging Technology to Manage the Customer Experience 351Aparna A. Labroo22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367Derek D. Rucker and Aparna A. Labroo23 Personalization: Today and Tomorrow 387Tom O’TooleNotes 405