From the world’s #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Alexander Chernev and Philip Kotler. 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. An indispensable resource for any professional expected to contribute to their organization’s marketing efforts or business growth, Kellogg on Marketing also earn a place in curricula of the business school educating the next generation of business leaders.

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Part I: Marketing Strategy and Tactics
– Marketing in the Age of Disruption
– The Fall of the Four Ps and the Rise of Strategic Marketing
– The Framework for Marketing Management
Part II: Marketing as an Engine of Business Growth
– Creating Value to Disrupt Markets
– Customer Centricity as a Business Strategy
– Emptor Cognita: Competitive Advantage through Buyer Learning
– Defensive Market Strategy
Part III: Developing a Winning Marketing Strategy
– Target Market Analysis: How to Identify the Right Customers
– Defining Customer Segments: Four Steps for Successful Market Segmentation
– Crafting a Positioning Strategy: Capturing the Customer Mindshare
Part IV: Creating Value with Brands
– Building Strong Brands
– Creating a Meaningful Brand Image
– Brand Resilience: Surviving a Brand Crisis
Part V: Crafting a Successful Communication Campaign
– Managing Communication: From Strategic Planning to Creative Review
– Developing an Impactful Communication Campaign
– Marketing in the Metaverse
Part VI: Designing Effective Distribution Channels
– Strategic Channel Management
– Go-to-Market Omnichannel Design
– Sales as Storytelling
Part VII: Data-Driven Marketing
– Leading with AI and Analytics
– Leveraging Technology to Manage the Customer Experience
– The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics
– Personalization: Today and Tomorrow