Kellogg on marketing the marketing faculty of the Kellogg School of Management
| Other Authors: | , |
|---|---|
| Format: | eBook |
| Language: | Inglés |
| Published: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
[2010]
|
| Edition: | Third edition |
| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009757936106719 |
Table of Contents:
- Cover
- Title Page
- Copyright Page
- Contents
- Preface
- Acknowledgments
- Part One Marketing Strategy and Tactics
- Chapter 1 Marketing in the Age of Disruption
- The New Market Realities
- The Key Marketing Trends
- Conclusion
- Author Biographies
- Chapter 2 The Fall of the Four Ps and the Rise of Strategic Marketing
- The Four Ps and the Seven Ts
- From Tactical Marketing to Strategic Value Management
- Creating Customer Value
- Marketing as a Process of Designing, Communicating, and Delivering Value
- Conclusion
- Author Biographies
- Chapter 3 The Framework for Marketing Management
- The G-STIC Framework for Marketing Management
- Setting the Goal
- Designing the Strategy and Tactics
- Managing the Implementation and Defining Controls
- Developing a Marketing Plan
- Conclusion
- Author Biography
- Part Two Marketing as an Engine of Business Growth
- Chapter 4 Creating Value to Disrupt Markets
- 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 Disruptions
- How to Analyze Market Disruptions-A Case-Based Approach
- Conclusion
- Author Biographies
- Chapter 5 Customer Centricity as a Business Strategy
- What Is Customer Centricity?
- The Three Centricities
- What Customer Centricity Is Not
- "The Customer" Does Not Exist
- Customer Segmentation: The Truck Stop
- The Airline Passenger
- From Differentiation to Valuation
- CLV in the Real World
- Customer-Centric Business Valuation
- Conclusion
- Author Biography
- Chapter 6 Emptor Cognita: Competitive Advantage through Buyer Learning
- Buyer Learning
- Market Pioneering
- Brand Differentiation
- Brand Status
- Conclusion
- Author Biography
- Chapter 7 Defensive Market Strategy
- Defining Defensive Strategy.
- The Three Key Steps in Defense
- Keys to Success
- Conclusion
- Author Biography
- Part Three Developing a Winning Marketing Strategy
- Chapter 8 Target Market Analysis: How to Identify the Right Customers
- Today's Marketer Is Not an Adman
- The Target Imperative
- Strategic Segmenting to Facilitate Target Selection
- Key Tools for Smart Targeting-Understanding Customer Lifetime Value
- Keys to Smart Targeting-Creating Personas
- The Keys to Smart Targeting-The Journey Is Half the Fun
- Pulling It All Together
- Author Biography
- Chapter 9 Defining Customer Segments: Four Steps for Successful Market Segmentation
- Step 1: Understand Customer Needs, Goals, and Problems
- Step 2: Understand Customers' Current Solutions
- Step 3: Assign a Value to Each Segment or Subsegment
- Step 4: Find Reliable Segment Indicators
- Conclusion
- Author Biography
- Chapter 10 Crafting a Positioning Strategy: Capturing the Customer Mindshare
- The Classic Positioning Statement
- How Do We Get There? How to Practically Find Your Brand's Positioning
- Purpose: When and How to Leverage a Higher-Order Social Purpose for Commercial Purposes
- AI-Enabled Personalization
- Conclusion
- Author Biography
- Part Four Creating Value with Brands
- Chapter 11 Building Strong Brands
- The Brand as a Marketing Tool
- The Brand as a Mental Image
- How Brands Create Value
- Brands as a Means of Creating Customer Value
- Brands as a Means of Creating Company Value
- Brand Valuation
- Conclusion
- Author Biography
- Chapter 12 Creating a Meaningful Brand Image
- Integrate the Brand Image into Your Strategic Thinking
- Track the Brand Image to Verify Success
- Ensure Consistency in Touchpoints to Build a Coherent Brand Image
- Conclusion
- Author Biography
- Chapter 13 Brand Resilience: Surviving a Brand Crisis
- Brands as Signals of Quality.
- The Shift from Communicating Quality to Signaling Trust
- The Mounting Pressures on Brand Trust
- Creating Resilient Brands
- Assess Brand Risks
- Galvanize Your Brand Troops
- Deploy Your Brand Risk Early-Warning Systems
- Repel the Attacks on Your Brand
- Learn and Adapt Your Brand Defenses
- Measure and Track Brand Resilience
- Generate Popular Support for Your Brand Resilience Campaign
- Conclusion
- Author Biography
- Part Five Crafting a Successful Communication Campaign
- Chapter 14 Managing Advertising: From Strategic Planning to Creative Review
- Critical Stages of Advertising
- The Creative Brief: A Strategic Blueprint for Success
- Creative Review: Structuring and Providing Feedback
- The ADPLAN Framework
- Four Zone Feedback
- Conclusion
- Author Biography
- Chapter 15 Developing an Impactful Communication Campaign
- Who: Targeting in Communications
- When, Where, and What: Multi-Channel Planning
- The Rise of Data
- Practical Journey Mapping to Inform When, Where, and What
- Next-Generation Journeys
- What's Next
- Conclusion
- Author Biography
- Chapter 16 Marketing in the Metaverse
- What Is the Metaverse?
- The Seven Layers of the Metaverse
- Three Decades of Marketing in a Digital World
- Three Horizons of Marketing
- Case Study: Nike in the Metaverse
- Making Moves in the Metaverse
- Conclusion
- Author Biography
- Part Six Designing Effective Distribution Channels
- Chapter 17 Strategic Channel Management
- What Is a Channel and How Does It Create Value?
- Introducing the Channel Map
- The Functions of a Channel
- Understanding Service Output Demands
- The Channel Partners
- Retailers and What They Do
- How Retail Buyers Think
- Trending Channel Structures: Direct-to-Consumer Models and Marketplaces
- Conclusion
- Author Biographies
- Chapter 18 Go-to-Market Omnichannel Design.
- What Is an Omnichannel?
- What an Omnichannel Experience Looks Like: H&
- R Block
- The Elements of an Omnichannel Experience
- How a CDP Works
- Subaru: Combining the Front End and Back End for an Omnichannel Experience
- Managerial Considerations When Leading an Omnichannel Transformation Implementation
- Conclusion
- Author Biography
- Chapter 19 Sales as Storytelling
- Sales and Marketing
- Why Story?
- The Two Arcs of Storytelling
- A New Asset Class
- The Story Matrix™
- Forward Together
- Conclusion
- Author Biography
- Part Seven Data-Driven Marketing
- Chapter 20 Leading with AI and Analytics
- Moneyball: What Really Happened
- Analytics and AI Are Every Leader's Problem-Here's Why
- The AIA Framework for Marketers
- Applying the AIA Framework in Marketing: Propensity Versus Uplift
- Conclusion
- Author Biographies
- Chapter 21 Leveraging Technology to Manage the Customer Experience
- Profitable Growth Through Customer Acquisition, Retention, and Development
- Managing Consumer Relationships and Experiences in the B2C Context
- Managing Customer Relationships and Experiences in the B2B Context
- Conclusion
- Author Biography
- Chapter 22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics
- The Need for a Hypothesis Generation Mindset
- Action-Oriented versus Process-Oriented Approaches
- The INSIGHT Framework
- Obtaining and Testing Insight in a Digitally Supersonic World
- Conclusion
- Author Biographies
- Chapter 23 Personalization-Today and Tomorrow
- Tapping the Power of Predictive Analytics
- Delta Airlines: Increasing Customer Lifetime Value
- Auto Mercado: Personalization on a Smaller Scale
- Customer Triggers to Optimize Timing and Content
- The Timely Reminder
- AI for Personalization
- The Connected Strategy
- Conclusion
- Author Biography
- Notes.
- EULA.
