marketing program is perennially ranked No. 1 in national
surveys. The newly published Kellogg on Marketing reveals
why that praise is deserved.
by Beth Warren
new text compiles the marketing wisdom of the school's
internationally respected faculty.
prestigious marketing faculty has pooled its brain-power to
create an exceptional new text titled Kellogg on Marketing
filled with the collective wisdom of its contributors, including
marketing legends such as Sidney Levy, Louis Stern and Phillip
Kotler. Embracing the dynamism of today's information economy,
these essays reflect their authors' varied interests to create
a detailed map of the new marketing paradigm.
line is that markets are changing faster than marketing. Today,
most company marketing strategies are obsolete!" writes Kotler
in one of the book's selections titled "Reflections on Marketing."
He goes on to note that the advent of computers, the Internet
and wireless communication present new opportunities as well
as discontinuities. In Kotler's view, marketing is becoming
a shared experience between the producer and consumer. "We
are noticing," he writes, "a blurring today in the distinction
between products and services, between buyers and sellers,
between companies and their environments."
of this book is the eclectic emphases afforded by its two
dozen contributors. Familiar Kellogg names include Bobby Calder,
Gregory Carpenter, Dipak Jain, John Sherry, Alice M. Tybout,
Robert Kozinets and Lakshman Krishnamurthi. Altogether, Kellogg
on Marketing offers a fascinating overview of the field.
Marketing Faculty has embraced change and put together this
book, which serves as a guide to new approaches to marketing
in the information age.
writes in the preface, "The diversity of the chapters and
the stimulating content in the many different areas discussed
are the outcome of a vibrant enterprise and will make absorbing
reading for both scholars and practitioners of marketing."
editor, Professor Dawn Iacobucci is extremely pleased with
the finished product. She says the department wanted to develop
a resource that would reach all of their constituents, whether
they are MBAs, executive education students, researchers or
practitioners in the public business sector. In her introduction
to the text she says, "We believe that in representing our
different perspectives, readers will be able to garner much
more and draw even more creative solutions to marketing issues
than if we spoke with a single voice."
stresses Kellogg on Marketing is not a textbook, "but rather
a collection of experts' points of view about marketing theory
and practice using cutting-edge research to present the latest
thinking." She explains that the book frequently takes
established concepts, such as segmentation, and reveals new
insights into the topic.
is exactly what Kellogg on Marketing accomplishes. The book
explores a number of topics, including segmentation and targeting,
market-driving strategies, understanding consumers, marketing
research, market channel design and management, and pricing
strategies and tactics. The text is user friendly, an accessible
resource for any person interested in marketing.
the more background you have the more leverage you can gain
from the chapters," Iacobucci points out. "However, marketing
by nature is something everyone can relate to. We are all
consumers and have empathy with the issues involved."