Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management

by Alexander Chernev (Editor), Philip Kotler (Editor)

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

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 programsAn 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.

394 pages, Kindle Edition

Published April 5, 2023

Reviews

[Dmitry · Rating 1 out of 5]

(The English review is placed beneath the Russian one)

Довольно бессмысленная книга, которая привлекает потенциальных читателей только своим названием, т.е. связью с учебным заведением Kellogg, а также тем, что редакторами являются такие известные люди как Philip Kotler и Alexander Chernev. А по сути, это аналог книг серии HBR. Я хочу сказать, что это просто сборник статей на тему маркетинга. Это, в свою очередь, означает, что изучать маркетинг по этой книге невозможно. Но и для тех, кто уже знаком с основами маркетинга книга не принесёт никаких новых знаний. К примеру, в главе про сегментацию автор начинает с того, что объясняет, почему в бизнесе так важна сегментация. Для кого это пишется!? Практически любой человек кто хоть что-то читал о бизнесе и тем более о маркетинге, знает о важности сегментации и о сегментации как таковой (базовые вещи), но книга начинается именно с этого. Дальше - не лучше. Автор пишет всё то же самое что можно найти не только в любом учебнике по маркетингу, но даже в любой книге по самопомощи для бизнесменов. Так что перед нами совершенно ординарный текст, не примечательный ничем. Да, я прочитал лишь четверть книги, но эта четверть оказалась вполне достаточной, чтобы сформировать мнение обо всей этой книге.

Очевидно, что книга писалась исключительно, чтобы сделать деньги, а не рассказать что-то новое. В книге фигурируют люди, которые могут поделиться очень ценными сведениями, но в таком случаи они могут написать свою собственную книгу, чтобы получить весь гонорар себе, поэтому вместо этого они пишут (или предлагают) стандартные вещи с целью хоть чем-то заполнить пространство книги. И таких вот книг можно найти море. Берётся одна тема, которая описывается в очень стандартных формулировках, т.е. пишется очень стандартный текст. В итоге получается текст, который мало чем отличим от сотни подобных. Вот с этой книгой примерно то же самое. Что касается первых двух глав, то они мало чем отличаются от статей в бизнес журналах, написанных для того чтобы люди смогли скоротать время в ожидании рейса. В общем, довольно пустая и бесполезная книга.

It is a quite pointless book that attracts potential readers only by its title, i.e., its connection with the Kellogg School, and the fact that the editors are such famous people as Philip Kotler and Alexander Chernev. Essentially, it's analogous to the HBR series books. What I mean by that is that it's simply a collection of articles on the topic of marketing. This, in turn, means that it is impossible to learn marketing from this book. But also for those who are already familiar with the basics of marketing the book will not bring any new knowledge. For example, in the chapter on segmentation, the author begins by explaining why segmentation is so important in business. Who is this being written for? Virtually anyone who has read anything about business, much less marketing, knows about the importance of segmentation and segmentation itself (basic stuff), but the book starts with this. What follows is no better. The author writes all the same things that can be found not only in any marketing textbook but even in any self-help book for business people. So what we have before us is a completely ordinary text, unremarkable in any way. Yes, I have read only a quarter of the book, but this quarter was quite enough to form an opinion about the whole book.

It is obvious that the book was written solely to make money and not to tell something new. The book features people who might share very valuable information, but then they might write their own book to get all the royalties for themselves, so instead they write (or offer) standard stuff in order to fill the space of the book with something. And you can find a sea of books like that. It takes one topic, which is described in very standard terms, i.e. a very standard text is written. The result is a text that is not much different from hundreds of similar ones. It's about the same with this book. As for the first two chapters, they are not much different from articles in business magazines, written for people to pass the time while waiting for a flight. All in all, it is a rather empty and useless book.

[LS Thomas · Rating 5 out of 5]

This was a grueling book to finish, but it was thorough. It was a seventeen hour instructional audiobook packed with information and without fluff. For a reader, like myself, with zero knowledge of marketing this is the perfect book. It defines all of the terms, provides business examples, and helpful frameworks as well as tips on execution. For those who are looking for just one foundational book to explain what marketing is and its terminology, this is it. It covers all facets of marketing including AI and statistics; starting from the basics and progressing in complexity. After reading this textbook, I understand whatever marketing jargon anyone uses. It was a lot of work, but it was worth it.

[Christopher · Rating 4 out of 5]

Long book, but has some valuable nuggets throughout. I’ve made it a habit to seek out anything I can get my hands on from Philip Kotler on marketing. While he didn’t fully author the book (he’s listed as a contributor/editor), Kellogg is the management school where he teaches as a distinguished faculty and board member.

I’m glad this was available on Audible, otherwise I would have never finished a textbook like this (dry but credibly researched and current, with a large volume and range of examples). Seems to me to be better than any of the HBR stuff on this specific topic.

[Peter P. · Rating 5 out of 5]

This is a must have for anyone interested or engaged in marketing, sales, or influencing consumer behavior. It is a masterclass on marketing from the great minds at Kellogg at Northwestern and my copy has been marked up so much it took me hours to transcribe all my notes. Brilliant.

[David · Rating 5 out of 5]

I’ve read hundreds of marketing books and this is the top one I would recommend. I know it’s been used in MBA programs as the textbook and for good reason. Fundamentals are strongly covered and then some speculating around personalization, AI, and the metaverse.