Preface vii Acknowledgments xiii Part 1 Marketing Strategy and Tactics 1 1 Marketing in the Age of Disruption 3 Alexander Chernev and Philip Kotler 2 The Fall of the Four Ps and the Rise of Strategic Marketing 19 Alexander Chernev and Philip Kotler 3 The Framework for Marketing Management 33 Alexander Chernev Part 2 Marketing as an Engine of Business Growth 51 4 Creating Value to Disrupt Markets 53 Lakshman Krishnamurthi and Rebecca Devine 5 Customer Centricity as a Business Strategy 71 Tom O’Toole 6 Emptor Cognita: Competitive Advantage through Buyer Learning 87 Gregory S. Carpenter 7 Defensive Market Strategy 99 Tim Calkins Part 3 Developing a Winning Marketing Strategy 115 8 Target Market Analysis: How to Identify the Right Customers 117 Julie Hennessy 9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131 Kent Grayson 10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151 Kevin McTigue Part 4 Creating Value with Brands 167 11 Building Strong Brands 169 Alexander Chernev 12 Creating a Meaningful Brand Image 189 Neal J. Roese 13 Brand Resilience: Surviving a Brand Crisis 205 Jonathan Copulsky Part 5 Crafting a Successful Communication Campaign 225 14 Managing Advertising: From Strategic Planning to Creative Review 227 Derek D. Rucker 15 Developing an Impactful Communication Campaign 247 Kevin McTigue 16 Marketing in the Metaverse 261 Mohan Sawhney Part 6 Designing Effective Distribution Channels 279 17 Strategic Channel Management 281 Julie Hennessy and Jim Lecinski 18 Go-to-Market Omnichannel Design 305 Jim Lecinski 19 Sales as Storytelling 321 Craig Wortmann Part 7 Data-Driven Marketing 335 20 Leading with AI and Analytics 337 Eric T. Anderson and Florian Zettelmeyer 21 Leveraging Technology to Manage the Customer Experience 351 Aparna A. Labroo 22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367 Derek D. Rucker and Aparna A. Labroo 23 Personalization: Today and Tomorrow 387 Tom O’Toole Notes 405

Building on Kellogg’s tradition of marketing leadership, Kellogg on Marketing presents the current developments in marketing theory and practice. Combining cutting-edge research with real-world insight, expert authors—the marketing faculty at the Kellogg School of Management—outline the fundamental marketing concepts and show how the practical application of these concepts can help companies gain and sustain market position. Centered around customer centricity and value creation, the ideas presented in this book can help managers design bestselling products and services, develop impactful communication campaigns, and create effective distribution channels. Specifically, Kellogg on Marketing covers the following topics: How to align marketing strategy with tactical activitiesHow to create a customer-centric and market-driving organizationHow to develop winning marketing strategiesHow to build strong brands How to craft successful communication campaignsHow to design effective distribution channelsHow to use data analytics and AI to create market value Kellogg on Marketing is the essential reference for everyone seeking to achieve market success: from entrepreneurs to managers working in large companies, from junior marketers to senior executives, from engineers designing a company’s next offerings to creative teams developing the communication campaign promoting these offerings. Whether you are new to marketing or an experienced marketer, Kellogg on Marketing can deepen your knowledge by offering strategic insights as well as practical illustrations of how to design actionable marketing programs that create value for your target customers in a way that benefits your company and collaborators.