KELLOGG ON MARKETING (PRAKASH EXCLUSIVE)

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The book includes an overview from international marketing guru, Philip Kotler and contains chapters written by individual professors that explore cutting-edge marketing strategy from multiple perspectives. Three key areas of discussion include: a new twist on fundamental marketing concepts-segmentation, targeting, and positioning; marketplace tools, referred to as the 4P's (product, price, promotion, place); and a look at the future of marketing. This book builds on the successful model of Wharton on Dynamic Competitive Strategy. Table of contents : Part I: Strategy: Thinking about the Customer and Marketplace· Segmentation and Targeting · Brand Positioning · Brand Design · Creating and Managing Brands · Market-Driving Strategies: Toward a New Concept of Competitive Advantage · Managing New Product Development for Strategic Competitive Advantage Part II: Intelligence: Learning about the Customer and Marketplace· Understanding Consumers · Qualitative Inquiry in Marketing and Consumer Research · Quantitative Marketing Research Part III: Implementation: Managing the Marketplace· Advertising Strategy · Market Channel Design and Management · Pricing Strategies and Tactics · Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles · Services Marketing and Customer Service · Managing Market Offerings in Business Markets · The Successful Selling Organization · Marketing in the Age of Information Democracy About the ContributorsIndex Market Description : · Marketing Executives · Marketing Managers· Executive Education and MBA Programs· Marketing Consultants About Author : Dawn Iacobucci is Professor of Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.