Research Catalog

Title

Kellogg on marketing / The Kellogg Marketing Faculty, Northwestern University ; Dawn Iacobucci, editor.

Publication

New York : J. Wiley & Sons, [2001], ©2001.

Items in the Library & Off-site

Holdings

Details

Additional Authors

• Iacobucci, Dawn.
• J.L. Kellogg Graduate School of Management. Center for Marketing Sciences.

Description

xx, 427 pages : illustrations; 24 cm

Subject

• Marketing

Bibliography (note)

• Includes bibliographical references and index.

Contents

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

ISBN

047135399X (cloth : alk. paper)

LCCN

00049928

OCLC

ocm45394591

Owning Institutions

Columbia University Libraries