Foreword: thinking about marketing / Philip Kotler -- Preface / Alice M. Tybout and Bobby J. Calder -- Creating customers and shaping the competitive game / Gregory S. Carpenter -- Identifying market segments and selecting targets / Alice M. Tybout and Kent Grayson -- Marketing research and understanding consumers / Bobby J. Calder -- Developing a compelling brand positioning / Alice M. Tybout and Brian Sternthal -- Writing a brand positioning statement and translating it into brand design / Bobby J. Calder -- Creating and managing brands / Alice M. Tybout and Gregory S. Carpenter -- Making the brand come alive within your organization / Lisa Fortini-Campbell -- The sandwich strategy: managing new products and services for value creation and value capture / Dipak C. Jain -- Pricing for profit / Lakshman Krishnamurthi -- Advertising strategy / Dereck D. Rucker and Brian Sternthal -- Marketing channel design and management / Anne T. Coughlan -- Building a winning sales force / Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer -- Marketing to consumers at the bottom of the pyramid / Bobby J. Calder, Richard Kolsky, and Maria Flores Letelier -- The new influence of social media / Lakshman Krishnamurthi and Shyam Gopinath -- From the wheel to Twitter: where do innovations come from? / David Gal -- Brand-led innovation / Bobby J. Calder and Edward S. Calder -- Managing product assortments: insights from consumer psychology / Alexander Chernev -- Goal-driven marketing research: the answer to a shrinking budget / Angela Y. Lee -- Aligning sales and marketing to enhance customer value and drive company results / Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer -- Creating superior value by managing the marketing-operations management interface / Anne D. Coughlan and Jeffrey D. Shulman

"The first edition of Kellogg on Marketing set a high standard with a cutting-edge presentation of the best knowledge and practices in the field. Now, the Second Edition of this benchmark guide breaks new ground, providing fresh perspectives on timeless fundamental issues as well as the latest ideas. This includes" "When executives and professionals want thought leadership in marketing, they look to one place: The Kellogg School of Management. For years, Kellogg has set the standard for combining cutting-edge research with real-world insight, sending its graduates to the Marketing departments of today's--and tomorrow's--most dynamic enterprises. Now, Kellogg on Marketing, Second Edition gives you unique access to a complete course on marketing from this program's renowned faculty." "In fully updated and all-new chapters, this Second Edition takes on all the key questions and challenges you'll find in the current marketing landscape, including social media, product innovation, user-generated branding, and more. At the same time, the expert authors convincingly demonstrate how--and which--fundamental concepts continue to guide sound marketing practice." "Building on the coverage in the now-classic first edition, this Second Edition features new material and perspectives on" "Whether you're new to marketing or have many year's experience, Kellogg on Marketing, Second Edition supplies you with both strategic insights and on the ground examples so you can deepen your knowledge base and create winning, profitable marketing plans."--BOOK JACKET