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Strategic Brand Management, 3rd Edition
Strategic Brand Management (3rd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionable framework for brand management. Clear, succinct, and practical, it is the definitive text on building strong brands.
Strategic Marketing Management
Strategic Marketing Management (5th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs.
Customer Science: Behavioral Insights for Creating Breakthrough Customer Experiences
This book examines the strategic principles that define the customer experience. Building on the recent findings in the domains of behavioral economics and social psychology, Customer Science discusses the customer experience from three different perspectives: what customers do—how they identify a problem, seek a solution, and interact with the offering; what they think and feel during this process—how they evaluate different market offerings; and what motivates their behavior—why they act the way they do. In this context, it examines all components of the customer experience—from activating a need to buying a company’s offerings, to becoming a loyal customer and advocate for the c...
The Business Model: How to Develop New Products, Create Market Value and Make the Competition Irrelevant
New product success is often attributed to intuition. Yet, while some products born from intuition do make it big, many others crash and burn. The reason is that intuition is only one aspect of new product development. The other key ingredient of success is having a business model that outlines the ways in which new products will create market value. This book offers a systematic approach to identifying market opportunities and developing breakthrough business models. It outlines the key principles of business model generation, presents a value-based framework for developing viable new offerings, and provides a set of practical tools for creating a meaningful value proposition that drives ma...
The Marketing Plan Handbook, 6th Edition
The Marketing Plan Handbook presents a streamlined approach to writing succinct and meaningful marketing plans. By offering a comprehensive, step-by-step method for crafting a strategically viable marketing plan, this book provides the relevant information in a concise and straight-to-the-point manner. It outlines the basic principles of writing a marketing plan and presents an overarching framework that encompasses the plan’s essential components. A distinct characteristic of this book is its emphasis on marketing as a value-creation process. Because it incorporates the three aspects of value management—managing customer value, managing collaborator value, and managing company value—t...
Strategic Marketing Management - The Framework, 10th Edition
Strategic Marketing Management: The Framework outlines the essentials of marketing theory and offers a structured approach to identifying and solving marketing problems. This book presents a strategic framework to guide business decisions involving the development of new offerings and the management of existing products, services, and brands.
Product Assortment and Consumer Choice
Product Assortment and Consumer Choice: An Interdisciplinary Review examines existing literature and builds on the current theoretical developments across different research domains to develop a set of research propositions delineating the impact of product assortment on consumer choice. Taking a consumer's perspective to examine how product assortment influences decision making and choice, this monograph defines the consumer aspect of assortment research to answer three key questions. First, how do consumers perceive the variety of items in an assortment? The first part of this review examines factors that influence consumer perceptions of the variety of an assortment. In particular, it inv...
Mastering the Case Analysis
Written by one of the top professors at Northwestern's Kellogg School of Management, Mastering the Case Analysis offers a systematic approach to analyzing business cases typically given in MBA job interviews. An overdue and much-needed aid to support students' preparation for case interviews, this book introduces an integrative framework for analyzing business problems and offers a detailed overview of the essential methods and concepts used in case analysis.
Kellogg on Branding
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
