book

Kellogg on Marketing, 3rd Edition

by Alexander Chernev, Philip Kotler

April 2023

Beginner

432 pages

13h 30m

English

Wiley

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The New Market RealitiesThe Key Marketing TrendsConclusionAuthor BiographiesNote
The Four Ps and the Seven TsFrom Tactical Marketing to Strategic Value ManagementCreating Customer ValueMarketing as a Process of Designing, Communicating, and Delivering ValueConclusionAuthor BiographiesNotes
The G‐STIC Framework for Marketing ManagementSetting the GoalDesigning the Strategy and TacticsManaging the Implementation and Defining ControlsDeveloping a Marketing PlanConclusionAuthor BiographyNotes

What Are Market Disruptions?How Do We Best Prepare to Introduce a New Product or Rethink an Existing Product?How Can We Create a Value Proposition?Different Types of Market DisruptionsHow to Analyze Market Disruptions—A Case‐Based ApproachConclusionAuthor BiographiesNotes
What Is Customer Centricity?The Three CentricitiesWhat Customer Centricity Is Not“The Customer” Does Not ExistCustomer Segmentation: The Truck StopThe Airline PassengerFrom Differentiation to ValuationCLV in the Real WorldCustomer‐Centric Business ValuationConclusionAuthor BiographyNotes
Buyer LearningMarket PioneeringBrand DifferentiationBrand StatusConclusionAuthor BiographyNotes
Defining Defensive StrategyThe Three Key Steps in DefenseKeys to SuccessConclusionAuthor BiographyNotes
Today's Marketer Is Not an AdmanThe Target ImperativeStrategic Segmenting to Facilitate Target SelectionKey Tools for Smart Targeting—Understanding Customer Lifetime ValueKeys to Smart Targeting—Creating PersonasThe Keys to Smart Targeting—The Journey Is Half the FunPulling It All TogetherAuthor Biography
Step 1: Understand Customer Needs, Goals, and ProblemsStep 2: Understand Customers’ Current SolutionsStep 3: Assign a Value to Each Segment or SubsegmentStep 4: Find Reliable Segment IndicatorsConclusionAuthor Biography
The Classic Positioning StatementHow Do We Get There? How to Practically Find Your Brand's PositioningPurpose: When and How to Leverage a Higher‐Order Social Purpose for Commercial PurposesAI‐Enabled PersonalizationConclusionAuthor BiographyNotes
The Brand as a Marketing ToolThe Brand as a Mental ImageHow Brands Create ValueBrands as a Means of Creating Customer ValueBrands as a Means of Creating Company ValueBrand ValuationConclusionAuthor BiographyNotes
Integrate the Brand Image into Your Strategic ThinkingTrack the Brand Image to Verify SuccessEnsure Consistency in Touchpoints to Build a Coherent Brand ImageConclusionAuthor BiographyNotes
Brands as Signals of QualityThe Shift from Communicating Quality to Signaling TrustThe Mounting Pressures on Brand TrustCreating Resilient BrandsAssess Brand RisksGalvanize Your Brand TroopsDeploy Your Brand Risk Early‐Warning SystemsRepel the Attacks on Your BrandLearn and Adapt Your Brand DefensesMeasure and Track Brand ResilienceGenerate Popular Support for Your Brand Resilience CampaignConclusionAuthor BiographyNotes
Critical Stages of AdvertisingThe Creative Brief: A Strategic Blueprint for SuccessCreative Review: Structuring and Providing FeedbackThe ADPLAN FrameworkFour Zone FeedbackConclusionAuthor BiographyNotes
Who: Targeting in CommunicationsWhen, Where, and What: Multi‐Channel PlanningThe Rise of DataPractical Journey Mapping to Inform When, Where, and WhatNext‐Generation JourneysWhat's NextConclusionAuthor BiographyNotes
What Is the Metaverse?The Seven Layers of the MetaverseThree Decades of Marketing in a Digital WorldThree Horizons of MarketingCase Study: Nike in the MetaverseMaking Moves in the MetaverseConclusionAuthor BiographyNotes
What Is a Channel and How Does It Create Value?Introducing the Channel MapThe Functions of a ChannelUnderstanding Service Output DemandsThe Channel PartnersRetailers and What They DoHow Retail Buyers ThinkTrending Channel Structures: Direct‐to‐Consumer Models and MarketplacesConclusionAuthor Biographies
What Is an Omnichannel?What an Omnichannel Experience Looks Like: H&R BlockThe Elements of an Omnichannel ExperienceHow a CDP WorksSubaru: Combining the Front End and Back End for an Omnichannel ExperienceManagerial Considerations When Leading an Omnichannel Transformation ImplementationConclusionAuthor BiographyNotes
Sales and MarketingWhy Story?The Two Arcs of StorytellingA New Asset ClassThe Story Matrix™Forward TogetherConclusionAuthor BiographyNotes
Moneyball: What Really HappenedAnalytics and AI Are Every Leader's Problem—Here's WhyThe AIA Framework for MarketersApplying the AIA Framework in Marketing: Propensity Versus UpliftConclusionAuthor BiographiesNotes
Profitable Growth Through Customer Acquisition, Retention, and DevelopmentManaging Consumer Relationships and Experiences in the B2C ContextManaging Customer Relationships and Experiences in the B2B ContextConclusionAuthor BiographyNotes
The Need for a Hypothesis Generation MindsetAction‐Oriented versus Process‐Oriented ApproachesThe INSIGHT FrameworkObtaining and Testing Insight in a Digitally Supersonic WorldConclusionAuthor BiographiesNotes
Tapping the Power of Predictive AnalyticsDelta Airlines: Increasing Customer Lifetime ValueAuto Mercado: Personalization on a Smaller ScaleCustomer Triggers to Optimize Timing and ContentThe Timely ReminderAI for PersonalizationThe Connected StrategyConclusionAuthor BiographyNotes