Kellogg on marketing
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| Körperschaft: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New york [u.a.]
Wiley
2001
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of Contents Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1819782871155474432 |
|---|---|
| adam_text | Contents
Foreword
Looking Backward and Forward ix
Sidney J. Levy
Preface
Reflections on Marketing xiii
Philip Kotler
Introduction xvii
Dawn Iacobucci
Section I
strategy: thinking about
the Customer and Marketplace 1
Chapter 1
Segmentation and Targeting 3
Brian Sternthal and Alice M. Tybout
Chapter 2
Brand Positioning 31
Alice M. Tybout and Brian Sternthal
Chapter 3
Brand Design 58
Bobby J. Calder and Steven J. Reagan
Chapter 4
Creating and Managing Brands 74
Alice M. Tybout and Gregory S. Carpenter
Chapter 5
Market Driving Strategies; Toward a New Concept of
Competitive Advantage 103
Gregory S. Carpenter, Rashi Glazer, and Kent Nakamoto
vi Contents
Chapter 6
Managing New Product Development for
Strategic Competitive Advantage 130
Dip ak Jain
Section II
intelligence: learning about
the Customer and Marketplace 149
Chapter 7
Understanding Consumers 151
Bobby J. Colder
Chapter 8
Qualitative Inquiry in Marketing and Consumer Research 165
John F. Sherry Jr. and Robert V. Kozinets
Chapter 9
Quantitative Marketing Research 195
Dawn Iacobucci
Section III
implementation:
Managing the Marketplace 213
Chapter 10
Advertising Strategy 215
Brian Sternthal
Chapter 11
Market Channel Design and Management 247
Anne T. Coughlan and Louis W. Stern
Chapter 12
Pricing Strategies and Tactics 270
Lakshman Krishnamurthi
Chapter 13
Valuing, Analyzing, and Managing the Marketing Function
Using Customer Equity Principles 302
Robert C. Blattberg and Jacquelyn S. Thomas
Contents vii
Chapter 14
Services Marketing and Customer Service 320
Dawn Iacobucci
Chapter 15
Managing Market Offerings in Business Markets 330
James C. Anderson, Gregory S. Carpenter, and James A. Narus
Chapter 16
The Successful Selling Organization 366
Andris A. Zoltners, Prabhakant K. Sinha, and Greg A. Zoltners
Chapter 17
Marketing in the Age of Information Democracy 386
Mohanbir Sawhney and Philip Kotler
About the Contributors 409
Index 419
I
|
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Not Illustrated |
| indexdate | 2024-12-23T15:15:40Z |
| institution | BVB |
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| isbn | 047135399X |
| language | English |
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| physical | XX, 427 S. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Wiley |
| record_format | marc |
| spellingShingle | Kellogg on marketing Marketing Marketing gtt Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4143413-4 |
| title | Kellogg on marketing |
| title_auth | Kellogg on marketing |
| title_exact_search | Kellogg on marketing |
| title_full | Kellogg on marketing the Kellogg Marketing Faculty, Northwestern University ; Dawn Iacobucci (ed.) |
| title_fullStr | Kellogg on marketing the Kellogg Marketing Faculty, Northwestern University ; Dawn Iacobucci (ed.) |
| title_full_unstemmed | Kellogg on marketing the Kellogg Marketing Faculty, Northwestern University ; Dawn Iacobucci (ed.) |
| title_short | Kellogg on marketing |
| title_sort | kellogg on marketing |
| topic | Marketing Marketing gtt Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Aufsatzsammlung |
| url | http://www.loc.gov/catdir/description/wiley031/00049928.html http://www.loc.gov/catdir/toc/onix02/00049928.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008788894&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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