“Kellogg on Marketing” is the ultimate marketing resource, brought to you by the world’s #1 MBA marketing program. Presented by Philip Kotler and Alexander Chernev, this book offers a masterclass in marketing from the great minds at Northwestern University’s Kellogg School of Management.

This latest edition provides readers with hundreds of pages of brand-new material on timely topics, exploring both foundational and advanced aspects of marketing management. The book covers a wide range of subjects, from creating value to disrupt markets and implementing defensive marketing strategies to strategic customer management and building strong brands.

What readers will learn:

• The strategic role of marketing in business
• How to identify and solve marketing problems
• Techniques for managing business growth
• Methods for identifying target customers
• Strategies for developing meaningful value propositions
• Approaches to data-driven marketing
• Techniques for building resilient brands
• Strategies for creating loyal customers
• Methods for developing personalization at scale
• Approaches to designing effective omni-channel marketing platforms
• Techniques for crafting successful cross-platform communications campaigns
• Applications of data analytics and artificial intelligence in marketing

The book features contributions from expert faculty members, each offering unique insights into their respective areas of expertise. Readers will benefit from a comprehensive exploration of marketing principles, supported by real-world examples and practical applications.

“Kellogg on Marketing” is more than just a textbook; it’s a valuable resource that will continue to inform and guide readers throughout their careers. With its focus on both strategic thinking and practical implementation, this book is essential reading for anyone looking to excel in the field of marketing.