The Resource Kellogg on marketing, the Kellogg Marketing Faculty, Northwestern University ; Dawn Iacobucci, editor

Kellogg on marketing, the Kellogg Marketing Faculty, Northwestern University ; Dawn Iacobucci, editor

Label
Kellogg on marketing
Title
Kellogg on marketing
Statement of responsibility
the Kellogg Marketing Faculty, Northwestern University ; Dawn Iacobucci, editor
Contributor
Subject
Language
eng
Cataloging source
DLC
Illustrations
illustrations
Index
index present
LC call number
HF5415
LC item number
.K4443 2001
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • J.L. Kellogg Graduate School of Management
  • Iacobucci, Dawn
http://library.link/vocab/subjectName
  • Marketing
  • Marketing
  • Marketing
  • Marketing
  • Aufsatzsammlung
  • Marketing
Label
Kellogg on marketing, the Kellogg Marketing Faculty, Northwestern University ; Dawn Iacobucci, editor
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Foreword : Looking backward and forward / Sidney J. Levy -- Preface : Reflections on marketing / Philip Kotler -- Segmentation and targeting / Brian Sternthal and Alice M. Tybout -- Brand positioning / Alice M. Tybout and Brian Sternthal -- Brand design / Bobby J. Calder and Steven J. Reagan -- Creating and managing brands / Alice M. Tybout and Gregory S. Carpenter -- Market-driving strategies : toward a new concept of competitive advantage / Gregory S. Carpenter, Rashi Glazer, and Kent Nakamoto -- Managing new product development for strategic competitive advantage / Dipak Jain -- Understanding consumers / Bobby J. Calder -- Qualitative inquiry in marketing and consumer research / John F. Sherry Jr. and Robert V. Kozinets -- Quantitative marketing research / Dawn Iacobucci -- Advertising strategy / Brian Sternthal -- Market channel design and management / Anne T. Coughlan and Louis W. Stern -- Pricing strategies and tactics / Lakshman Krishnamurthi -- Valuing, analyzing, and managing the marketing function using customer equity principles / Robert C. Blattberg and Jacquelyn S. Thomas -- Services marketing and customer service / Dawn Iacobucci -- Managing market offerings in business markets / James C. Anderson, Gregory S. Carpenter, and James A. Narus -- The successful selling organization / Andris A. Zoltners, Prabhakant K. Sinha, and Greg A. Zoltners -- Marketing in the age of information democracy / Mohanbir Sawhney and Philip Kotler
Dimensions
24 cm
Extent
xx, 427 pages
Isbn
9780471353997
Lccn
00049928
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)45394591
  • (OCoLC)ocm45394591
Label
Kellogg on marketing, the Kellogg Marketing Faculty, Northwestern University ; Dawn Iacobucci, editor
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Foreword : Looking backward and forward / Sidney J. Levy -- Preface : Reflections on marketing / Philip Kotler -- Segmentation and targeting / Brian Sternthal and Alice M. Tybout -- Brand positioning / Alice M. Tybout and Brian Sternthal -- Brand design / Bobby J. Calder and Steven J. Reagan -- Creating and managing brands / Alice M. Tybout and Gregory S. Carpenter -- Market-driving strategies : toward a new concept of competitive advantage / Gregory S. Carpenter, Rashi Glazer, and Kent Nakamoto -- Managing new product development for strategic competitive advantage / Dipak Jain -- Understanding consumers / Bobby J. Calder -- Qualitative inquiry in marketing and consumer research / John F. Sherry Jr. and Robert V. Kozinets -- Quantitative marketing research / Dawn Iacobucci -- Advertising strategy / Brian Sternthal -- Market channel design and management / Anne T. Coughlan and Louis W. Stern -- Pricing strategies and tactics / Lakshman Krishnamurthi -- Valuing, analyzing, and managing the marketing function using customer equity principles / Robert C. Blattberg and Jacquelyn S. Thomas -- Services marketing and customer service / Dawn Iacobucci -- Managing market offerings in business markets / James C. Anderson, Gregory S. Carpenter, and James A. Narus -- The successful selling organization / Andris A. Zoltners, Prabhakant K. Sinha, and Greg A. Zoltners -- Marketing in the age of information democracy / Mohanbir Sawhney and Philip Kotler
Dimensions
24 cm
Extent
xx, 427 pages
Isbn
9780471353997
Lccn
00049928
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)45394591
  • (OCoLC)ocm45394591

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