The ultimate marketing resource from the world's leading scholars From the world's #1 MBA
marketing program comes the latest edition of Kellogg on Marketing presented by Philip Kotler
and Alexander Chernev. With hundreds of pages of brand-new material on timely topics like
creating value to disrupt markets defensive marketing strategies strategic customer
management building strong brands and marketing in the metaverse the book explores
foundational and advanced topics in marketing management. You'll discover a renewed focus on
digital transformation and data analytics as well as comprehensive explanations of the
strategic and tactical aspects of effective marketing. From managing business growth to
identifying target customers developing a meaningful value proposition and data-driven
marketing every area relevant to marketing professionals is covered by expert contributors
possessing unique insights into their respective competencies. Readers will also find: *
Discussions of the unique challenges facing brands in designing and managing their image and
techniques for building resilient brands * Strategies for creating loyal customers and
developing personalization at scale * Strategies for designing effective omni-channel marketing
platforms * Strategies for crafting a successful cross-platform communications campaigns *
Discussions on the application of data analytics and artificial intelligence to the creation of
successful marketing programs An indispensable resource for any professional expected to
contribute to their organization's marketing efforts or business growth Kellogg on Marketing
Third Edition also earn a place in curricula of the business school educating the next
generation of business leaders.
