Kellogg on Marketing -- Contents -- Foreword Thinking about Marketing -- Preface -- Acknowledgments -- SECTION ONE Developing a Marketing Strategy -- CHAPTER 1 Creating Customers and Shaping the Competitive Game -- Introduction -- Developing Marketing Strategy to Create Customers -- Market Analysis -- Buyer Goals -- Creating Value, Focusing Resources, and Competitive Positioning -- Implementation -- Consumer Learning and Competition -- The Evolution of Buyer Learning -- Market Stability: Types of Buyer Knowledge -- The Market Paradigm: The Rules of the Competitive Game -- Understanding Competitive Dynamics -- Technological Innovation -- Strategic Innovation -- Buyer Change -- Sequential Paradigms -- Understanding Competitive Advantage -- Social Rivalry -- Defining the Game: Market Pioneering -- Fast Following -- Differentiation -- Redefining Markets -- Summary -- Notes -- CHAPTER 2 Identifying Market Segments and Selecting Targets -- Introduction -- Why Segment? -- The Evolution of Approaches to Segmentation -- Usage-Based Segmentation -- Segmenting Steps -- Profile Characteristics -- Setting Targeting Priorities -- Established Brands in Existing Categories -- Targeting When Launching a New Product -- Targeting Dynamics -- Summary -- Notes -- CHAPTER 3 Marketing Research and Understanding Consumers -- Introduction -- What Is Your Philosophy of Marketing Research? -- Proof versus Conjecture -- Precision versus Vagueness -- Data versus Explanation -- The Conventional Wisdom -- A Typical Case of Marketing Research -- The Problem with Proof: Understanding Is Conjectural -- The Problem with Precision: Our Concepts Are Inherently Vague -- The Problem with Being Data-Driven: Explanations Are Never in the Data -- The Value of Vague Conjectural Explanation -- Understanding Explanation -- Types of Explanation -- Research Methods -- Summary -- Notes.

CHAPTER 4 Developing a Compelling Brand Positioning -- Introduction -- The Competition-Based Perspective -- Establishing Category Membership -- Selecting a Point(s) of Difference -- The Competition-Focused Positioning Triangle -- Customer-Based Perspective -- Brand Essence -- Category Essence -- Using the Perspectives to Write a Positioning Statement -- Establishing the Position -- Key Questions the Positioning Statement Must Answer -- Sample Positioning Statement: Zipcar -- Troubleshooting Your Positioning Statement -- Summary -- Notes -- CHAPTER 5 Writing a Brand Positioning Statement and Translating it into Brand Design -- Introduction -- How to Express a Brand in Words -- The Three Parts of the Brand Positioning Statement -- The Target -- The Category -- The Point of Difference -- The Relationship among the Components -- Creating a Strong Positioning Statement -- Using Engagement -- Using Support and Personality -- Using Brand Stories -- Brand Positioning Statements and the Organization -- The Marketing Planning Approach -- The Advertising Approach -- The Brand Design Approach -- Summary -- Notes -- CHAPTER 6 Creating and Managing Brands -- Introduction -- What Is a Brand? -- How Do You Build a Brand? -- The Three Types of Brands -- Functional Brands -- Image Brands -- Experiential Brands -- The Brand Continuum -- Brand Architecture -- Product Branding -- Family Branding -- Corporate Branding -- Summary -- Notes -- Additional Reading -- SECTION TWO Implementing the Strategy -- CHAPTER 7 Making the Brand Come Alive Within Your Organization -- Introduction -- Your Culture Is Your Brand -- The Culture Credibility Gap -- Living the Culture -- Four Aspects of Culture -- Hiring and Employee Assessment -- Cultural Storytelling -- Job Design, Rewards, and Incentives -- Leadership -- Summary -- Notes.

CHAPTER 8 The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture -- Introduction -- The Sandwich Strategy: Creating Customer Value -- New Product Innovation: Using the Sandwich Strategy to Make a Meal Out of the Competition -- Reaping What You Sow: The Sandwich Strategy in Action -- Necessary Conditions: Can You Create a Sandwich? -- Cost Leadership -- Market Expansion -- Speed of Execution -- How to Capture Value: Creating the Right Sandwich -- Three Types of Value -- Creating the Right Sandwich -- Deciding on the Layers of the Sandwich -- Building Loyalty: Blending Customer Acquisition and Retention -- Summary -- Notes -- CHAPTER 9 Pricing for Profit -- Introduction -- Share or Profit: Understanding the Firm's Strategic Objective -- The Five Key Determinants of Price -- The Role of Costs in Setting Prices -- The Role of Customer Value and Price Sensitivity in Setting Prices -- The Role of Competition -- The Role of the Channel -- The Role of Regulation in Setting Prices -- Summary: Setting the Price -- APPENDIX: The Role of Profits to Maximize Price -- Notes -- CHAPTER 10 Advertising Strategy -- Introduction -- When Is It Appropriate to Advertise? -- How Do Consumers Use Advertising to Make Decisions? -- Deliberative Judgments -- Thin Slice Judgments -- Metacognitive Judgments -- Ways to Influence Advertising Impact -- Creative and Media Strategies -- Message Content -- Enhancing Brand Linkage -- Measuring Ad Effectiveness -- Brand Knowledge -- Brand Evaluation -- Summary -- Notes -- CHAPTER 11 Marketing Channel Design and Management -- Introduction -- The Distribution of College Textbooks -- Consolidation in the Electric Utility Industry -- Channel Design Challenges and a Framework for Analysis -- Distribution Channels: Definition and Motivation -- A Framework for Marketing Channel Analysis.

Design of the Marketing Channel: Segmentation, Targeting, and Positioning -- Channel-Based Segmentation and Targeting: Service Output Demand Analysis -- Channel Structure: The Channel's Positioning Task -- Establishing or Refining the Channel Structure -- Management of the Marketing Channel: Power, Conflict, and Coordination -- Channel Power -- Channel Conflict -- Channel Coordination -- Application of the Channel Design/Management Framework to Current Issues in Marketing Channel Design and Management -- Distributing to Low-Income Consumers with Innovative Channel Strategies -- Should Demand-Side Gaps or Supply-Side Gaps Be Attacked First? -- Summary -- Notes -- CHAPTER 12 Building a Winning Sales Force -- The Sales Force: A Powerful Customer-Facing Organization -- The Role of the Sales Force -- The Sales Process -- When Should a Company Use Personal Selling? -- When Should a Company Outsource the Sales Function? -- Triggers for Adapting and Improving the Sales Force -- Event-Driven Sales Force Improvement -- The Effectiveness Hunt: Constantly Innovating to Improve the Sales Force -- A Framework for Understanding and Improving Sales Force Effectiveness -- Sales Effectiveness Drivers -- Using the Framework to Assess and Enhance Sales Force Effectiveness -- Situation 1: When Events Occur Outside the Sales Force -- Situation 2: When Specific Sales Force Issues Emerge -- Situation 3: When Companies Want to Boost Effectiveness -- Situation 4: When Companies Identify an Issue or Concern within a Specific Sales Effectiveness Driver -- Improving the Sales Effectiveness Drivers -- The Definer Drivers: Setting Up the Right Organizational Structure -- The Shaper Drivers-Cultivating the Right Sales Force Skills, Capabilities, and Values -- The Enlightener Drivers-Providing the Information Salespeople Need to Be Successful.

The Exciter Drivers-Motivating Salespeople to Achieve -- The Controller Drivers-Keeping the Sales Force on Course -- Summary -- Notes -- Additional Resources -- SECTION THREE Perspectives on Contemporary Issues in Marketing -- CHAPTER 13 Marketing to Consumers at the Bottom of the Pyramid -- Introduction -- Corporate Social Responsibility and Related Approaches -- Beyond Social Responsibility: Patrimonio Hoy -- Lesson No. 1: The Strategy Must Address Social Values -- Lesson No. 2: The Strategy Must Produce a New Consumer -- Lesson No. 3: The Strategy Must Be High Level -- Applying These Lessons More Broadly -- From Benefit Laddering to Bridging Social Values -- From Selling Consumers to Producing Consumers -- From Product to Higher-Level Marketing Strategy -- Summary -- Notes -- CHAPTER 14 The New Influence of Social Media -- Introduction -- Social Media: An Increasingly Important Tool -- Can This Media Really Help Companies Be Successful? -- What Early Research Shows -- Summary -- Notes -- CHAPTER 15 From the Wheel to Twitter: Where Do Innovations Come From? -- Introduction -- Insights from Guns, Germs, and Steel -- Invention Is the Mother of Necessity -- Invention Is Cumulative -- The Diffusion of Innovation -- Implications for Corporate Innovation -- Invention versus Innovation -- Anticipating Customer Needs -- Looking Outside the Organization -- Summary -- Notes -- CHAPTER 16 Brand-Led Innovation -- Introduction -- Innovation Is More than Market Research and Technology -- Business Model and Design-Led Innovation -- Business Model Innovation -- Design-Led Innovation -- Brand-Led Innovation -- Consolidation and Brand Architecture -- The Branded House Approach -- The Brand System Approach -- Summary -- Notes -- CHAPTER 17 Managing Product Assortments: Insights from Consumer Psychology -- Introduction -- The Paradox of Large Assortments.

Increased Cognitive Costs of Evaluating Available Options.