Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Newark
John Wiley & Sons, Incorporated
2023
|
| Ausgabe: | 3rd ed |
| Schlagwörter: | |
| Links: | https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=7234991 |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Umfang: | 1 Online-Ressource (434 Seiten) |
| ISBN: | 9781119906254 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV048921818 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 230502s2023 xx o|||| 00||| eng d | ||
| 020 | |a 9781119906254 |9 978-1-119-90625-4 | ||
| 035 | |a (ZDB-30-PQE)EBC7234991 | ||
| 035 | |a (ZDB-30-PAD)EBC7234991 | ||
| 035 | |a (ZDB-89-EBL)EBL7234991 | ||
| 035 | |a (OCoLC)1378490035 | ||
| 035 | |a (DE-599)BVBBV048921818 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-2070s | ||
| 084 | |a QP 620 |0 (DE-625)141911: |2 rvk | ||
| 100 | 1 | |a Chernev, Alexander |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Kellogg on Marketing |b The Marketing Faculty of the Kellogg School of Management |
| 250 | |a 3rd ed | ||
| 264 | 1 | |a Newark |b John Wiley & Sons, Incorporated |c 2023 | |
| 264 | 4 | |c ©2023 | |
| 300 | |a 1 Online-Ressource (434 Seiten) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Description based on publisher supplied metadata and other sources | ||
| 505 | 8 | |a Cover -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- Part One Marketing Strategy and Tactics -- Chapter 1 Marketing in the Age of Disruption -- The New Market Realities -- The Key Marketing Trends -- Conclusion -- Author Biographies -- Chapter 2 The Fall of the Four Ps and the Rise of Strategic Marketing -- The Four Ps and the Seven Ts -- From Tactical Marketing to Strategic Value Management -- Creating Customer Value -- Marketing as a Process of Designing, Communicating, and Delivering Value -- Conclusion -- Author Biographies -- Chapter 3 The Framework for Marketing Management -- The G-STIC Framework for Marketing Management -- Setting the Goal -- Designing the Strategy and Tactics -- Managing the Implementation and Defining Controls -- Developing a Marketing Plan -- Conclusion -- Author Biography -- Part Two Marketing as an Engine of Business Growth -- Chapter 4 Creating Value to Disrupt Markets -- What Are Market Disruptions? -- How Do We Best Prepare to Introduce a New Product or Rethink an Existing Product? -- How Can We Create a Value Proposition? -- Different Types of Market Disruptions -- How to Analyze Market Disruptions-A Case-Based Approach -- Conclusion -- Author Biographies -- Chapter 5 Customer Centricity as a Business Strategy -- What Is Customer Centricity? -- The Three Centricities -- What Customer Centricity Is Not -- "The Customer" Does Not Exist -- Customer Segmentation: The Truck Stop -- The Airline Passenger -- From Differentiation to Valuation -- CLV in the Real World -- Customer-Centric Business Valuation -- Conclusion -- Author Biography -- Chapter 6 Emptor Cognita: Competitive Advantage through Buyer Learning -- Buyer Learning -- Market Pioneering -- Brand Differentiation -- Brand Status -- Conclusion -- Author Biography -- Chapter 7 Defensive Market Strategy -- Defining Defensive Strategy | |
| 505 | 8 | |a The Three Key Steps in Defense -- Keys to Success -- Conclusion -- Author Biography -- Part Three Developing a Winning Marketing Strategy -- Chapter 8 Target Market Analysis: How to Identify the Right Customers -- Today's Marketer Is Not an Adman -- The Target Imperative -- Strategic Segmenting to Facilitate Target Selection -- Key Tools for Smart Targeting-Understanding Customer Lifetime Value -- Keys to Smart Targeting-Creating Personas -- The Keys to Smart Targeting-The Journey Is Half the Fun -- Pulling It All Together -- Author Biography -- Chapter 9 Defining Customer Segments: Four Steps for Successful Market Segmentation -- Step 1: Understand Customer Needs, Goals, and Problems -- Step 2: Understand Customers' Current Solutions -- Step 3: Assign a Value to Each Segment or Subsegment -- Step 4: Find Reliable Segment Indicators -- Conclusion -- Author Biography -- Chapter 10 Crafting a Positioning Strategy: Capturing the Customer Mindshare -- The Classic Positioning Statement -- How Do We Get There? How to Practically Find Your Brand's Positioning -- Purpose: When and How to Leverage a Higher-Order Social Purpose for Commercial Purposes -- AI-Enabled Personalization -- Conclusion -- Author Biography -- Part Four Creating Value with Brands -- Chapter 11 Building Strong Brands -- The Brand as a Marketing Tool -- The Brand as a Mental Image -- How Brands Create Value -- Brands as a Means of Creating Customer Value -- Brands as a Means of Creating Company Value -- Brand Valuation -- Conclusion -- Author Biography -- Chapter 12 Creating a Meaningful Brand Image -- Integrate the Brand Image into Your Strategic Thinking -- Track the Brand Image to Verify Success -- Ensure Consistency in Touchpoints to Build a Coherent Brand Image -- Conclusion -- Author Biography -- Chapter 13 Brand Resilience: Surviving a Brand Crisis -- Brands as Signals of Quality | |
| 505 | 8 | |a The Shift from Communicating Quality to Signaling Trust -- The Mounting Pressures on Brand Trust -- Creating Resilient Brands -- Assess Brand Risks -- Galvanize Your Brand Troops -- Deploy Your Brand Risk Early-Warning Systems -- Repel the Attacks on Your Brand -- Learn and Adapt Your Brand Defenses -- Measure and Track Brand Resilience -- Generate Popular Support for Your Brand Resilience Campaign -- Conclusion -- Author Biography -- Part Five Crafting a Successful Communication Campaign -- Chapter 14 Managing Advertising: From Strategic Planning to Creative Review -- Critical Stages of Advertising -- The Creative Brief: A Strategic Blueprint for Success -- Creative Review: Structuring and Providing Feedback -- The ADPLAN Framework -- Four Zone Feedback -- Conclusion -- Author Biography -- Chapter 15 Developing an Impactful Communication Campaign -- Who: Targeting in Communications -- When, Where, and What: Multi-Channel Planning -- The Rise of Data -- Practical Journey Mapping to Inform When, Where, and What -- Next-Generation Journeys -- What's Next -- Conclusion -- Author Biography -- Chapter 16 Marketing in the Metaverse -- What Is the Metaverse? -- The Seven Layers of the Metaverse -- Three Decades of Marketing in a Digital World -- Three Horizons of Marketing -- Case Study: Nike in the Metaverse -- Making Moves in the Metaverse -- Conclusion -- Author Biography -- Part Six Designing Effective Distribution Channels -- Chapter 17 Strategic Channel Management -- What Is a Channel and How Does It Create Value? -- Introducing the Channel Map -- The Functions of a Channel -- Understanding Service Output Demands -- The Channel Partners -- Retailers and What They Do -- How Retail Buyers Think -- Trending Channel Structures: Direct-to-Consumer Models and Marketplaces -- Conclusion -- Author Biographies -- Chapter 18 Go-to-Market Omnichannel Design | |
| 505 | 8 | |a What Is an Omnichannel? -- What an Omnichannel Experience Looks Like: H& -- R Block -- The Elements of an Omnichannel Experience -- How a CDP Works -- Subaru: Combining the Front End and Back End for an Omnichannel Experience -- Managerial Considerations When Leading an Omnichannel Transformation Implementation -- Conclusion -- Author Biography -- Chapter 19 Sales as Storytelling -- Sales and Marketing -- Why Story? -- The Two Arcs of Storytelling -- A New Asset Class -- The Story Matrix™ -- Forward Together -- Conclusion -- Author Biography -- Part Seven Data-Driven Marketing -- Chapter 20 Leading with AI and Analytics -- Moneyball: What Really Happened -- Analytics and AI Are Every Leader's Problem-Here's Why -- The AIA Framework for Marketers -- Applying the AIA Framework in Marketing: Propensity Versus Uplift -- Conclusion -- Author Biographies -- Chapter 21 Leveraging Technology to Manage the Customer Experience -- Profitable Growth Through Customer Acquisition, Retention, and Development -- Managing Consumer Relationships and Experiences in the B2C Context -- Managing Customer Relationships and Experiences in the B2B Context -- Conclusion -- Author Biography -- Chapter 22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics -- The Need for a Hypothesis Generation Mindset -- Action-Oriented versus Process-Oriented Approaches -- The INSIGHT Framework -- Obtaining and Testing Insight in a Digitally Supersonic World -- Conclusion -- Author Biographies -- Chapter 23 Personalization-Today and Tomorrow -- Tapping the Power of Predictive Analytics -- Delta Airlines: Increasing Customer Lifetime Value -- Auto Mercado: Personalization on a Smaller Scale -- Customer Triggers to Optimize Timing and Content -- The Timely Reminder -- AI for Personalization -- The Connected Strategy -- Conclusion -- Author Biography -- Notes | |
| 505 | 8 | |a EULA. | |
| 650 | 0 | 7 | |a Kundenbindung |0 (DE-588)4384508-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingtheorie |0 (DE-588)4168911-2 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4143413-4 |a Aufsatzsammlung |2 gnd-content | |
| 689 | 0 | 0 | |a Marketingtheorie |0 (DE-588)4168911-2 |D s |
| 689 | 0 | 1 | |a Kundenbindung |0 (DE-588)4384508-3 |D s |
| 689 | 0 | |5 DE-604 | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |a Chernev, Alexander |t Kellogg on Marketing |d Newark : John Wiley & Sons, Incorporated,c2023 |z 9781119906247 |
| 912 | |a ZDB-30-PQE | ||
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-034185909 | |
| 966 | e | |u https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=7234991 |l DE-2070s |p ZDB-30-PQE |q HWR_PDA_PQE |x Aggregator |3 Volltext | |
Datensatz im Suchindex
| _version_ | 1818990526467145729 |
|---|---|
| any_adam_object | |
| author | Chernev, Alexander |
| author_facet | Chernev, Alexander |
| author_role | aut |
| author_sort | Chernev, Alexander |
| author_variant | a c ac |
| building | Verbundindex |
| bvnumber | BV048921818 |
| classification_rvk | QP 620 |
| collection | ZDB-30-PQE |
| contents | Cover -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- Part One Marketing Strategy and Tactics -- Chapter 1 Marketing in the Age of Disruption -- The New Market Realities -- The Key Marketing Trends -- Conclusion -- Author Biographies -- Chapter 2 The Fall of the Four Ps and the Rise of Strategic Marketing -- The Four Ps and the Seven Ts -- From Tactical Marketing to Strategic Value Management -- Creating Customer Value -- Marketing as a Process of Designing, Communicating, and Delivering Value -- Conclusion -- Author Biographies -- Chapter 3 The Framework for Marketing Management -- The G-STIC Framework for Marketing Management -- Setting the Goal -- Designing the Strategy and Tactics -- Managing the Implementation and Defining Controls -- Developing a Marketing Plan -- Conclusion -- Author Biography -- Part Two Marketing as an Engine of Business Growth -- Chapter 4 Creating Value to Disrupt Markets -- What Are Market Disruptions? -- How Do We Best Prepare to Introduce a New Product or Rethink an Existing Product? -- How Can We Create a Value Proposition? -- Different Types of Market Disruptions -- How to Analyze Market Disruptions-A Case-Based Approach -- Conclusion -- Author Biographies -- Chapter 5 Customer Centricity as a Business Strategy -- What Is Customer Centricity? -- The Three Centricities -- What Customer Centricity Is Not -- "The Customer" Does Not Exist -- Customer Segmentation: The Truck Stop -- The Airline Passenger -- From Differentiation to Valuation -- CLV in the Real World -- Customer-Centric Business Valuation -- Conclusion -- Author Biography -- Chapter 6 Emptor Cognita: Competitive Advantage through Buyer Learning -- Buyer Learning -- Market Pioneering -- Brand Differentiation -- Brand Status -- Conclusion -- Author Biography -- Chapter 7 Defensive Market Strategy -- Defining Defensive Strategy The Three Key Steps in Defense -- Keys to Success -- Conclusion -- Author Biography -- Part Three Developing a Winning Marketing Strategy -- Chapter 8 Target Market Analysis: How to Identify the Right Customers -- Today's Marketer Is Not an Adman -- The Target Imperative -- Strategic Segmenting to Facilitate Target Selection -- Key Tools for Smart Targeting-Understanding Customer Lifetime Value -- Keys to Smart Targeting-Creating Personas -- The Keys to Smart Targeting-The Journey Is Half the Fun -- Pulling It All Together -- Author Biography -- Chapter 9 Defining Customer Segments: Four Steps for Successful Market Segmentation -- Step 1: Understand Customer Needs, Goals, and Problems -- Step 2: Understand Customers' Current Solutions -- Step 3: Assign a Value to Each Segment or Subsegment -- Step 4: Find Reliable Segment Indicators -- Conclusion -- Author Biography -- Chapter 10 Crafting a Positioning Strategy: Capturing the Customer Mindshare -- The Classic Positioning Statement -- How Do We Get There? How to Practically Find Your Brand's Positioning -- Purpose: When and How to Leverage a Higher-Order Social Purpose for Commercial Purposes -- AI-Enabled Personalization -- Conclusion -- Author Biography -- Part Four Creating Value with Brands -- Chapter 11 Building Strong Brands -- The Brand as a Marketing Tool -- The Brand as a Mental Image -- How Brands Create Value -- Brands as a Means of Creating Customer Value -- Brands as a Means of Creating Company Value -- Brand Valuation -- Conclusion -- Author Biography -- Chapter 12 Creating a Meaningful Brand Image -- Integrate the Brand Image into Your Strategic Thinking -- Track the Brand Image to Verify Success -- Ensure Consistency in Touchpoints to Build a Coherent Brand Image -- Conclusion -- Author Biography -- Chapter 13 Brand Resilience: Surviving a Brand Crisis -- Brands as Signals of Quality The Shift from Communicating Quality to Signaling Trust -- The Mounting Pressures on Brand Trust -- Creating Resilient Brands -- Assess Brand Risks -- Galvanize Your Brand Troops -- Deploy Your Brand Risk Early-Warning Systems -- Repel the Attacks on Your Brand -- Learn and Adapt Your Brand Defenses -- Measure and Track Brand Resilience -- Generate Popular Support for Your Brand Resilience Campaign -- Conclusion -- Author Biography -- Part Five Crafting a Successful Communication Campaign -- Chapter 14 Managing Advertising: From Strategic Planning to Creative Review -- Critical Stages of Advertising -- The Creative Brief: A Strategic Blueprint for Success -- Creative Review: Structuring and Providing Feedback -- The ADPLAN Framework -- Four Zone Feedback -- Conclusion -- Author Biography -- Chapter 15 Developing an Impactful Communication Campaign -- Who: Targeting in Communications -- When, Where, and What: Multi-Channel Planning -- The Rise of Data -- Practical Journey Mapping to Inform When, Where, and What -- Next-Generation Journeys -- What's Next -- Conclusion -- Author Biography -- Chapter 16 Marketing in the Metaverse -- What Is the Metaverse? -- The Seven Layers of the Metaverse -- Three Decades of Marketing in a Digital World -- Three Horizons of Marketing -- Case Study: Nike in the Metaverse -- Making Moves in the Metaverse -- Conclusion -- Author Biography -- Part Six Designing Effective Distribution Channels -- Chapter 17 Strategic Channel Management -- What Is a Channel and How Does It Create Value? -- Introducing the Channel Map -- The Functions of a Channel -- Understanding Service Output Demands -- The Channel Partners -- Retailers and What They Do -- How Retail Buyers Think -- Trending Channel Structures: Direct-to-Consumer Models and Marketplaces -- Conclusion -- Author Biographies -- Chapter 18 Go-to-Market Omnichannel Design What Is an Omnichannel? -- What an Omnichannel Experience Looks Like: H& -- R Block -- The Elements of an Omnichannel Experience -- How a CDP Works -- Subaru: Combining the Front End and Back End for an Omnichannel Experience -- Managerial Considerations When Leading an Omnichannel Transformation Implementation -- Conclusion -- Author Biography -- Chapter 19 Sales as Storytelling -- Sales and Marketing -- Why Story? -- The Two Arcs of Storytelling -- A New Asset Class -- The Story Matrix™ -- Forward Together -- Conclusion -- Author Biography -- Part Seven Data-Driven Marketing -- Chapter 20 Leading with AI and Analytics -- Moneyball: What Really Happened -- Analytics and AI Are Every Leader's Problem-Here's Why -- The AIA Framework for Marketers -- Applying the AIA Framework in Marketing: Propensity Versus Uplift -- Conclusion -- Author Biographies -- Chapter 21 Leveraging Technology to Manage the Customer Experience -- Profitable Growth Through Customer Acquisition, Retention, and Development -- Managing Consumer Relationships and Experiences in the B2C Context -- Managing Customer Relationships and Experiences in the B2B Context -- Conclusion -- Author Biography -- Chapter 22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics -- The Need for a Hypothesis Generation Mindset -- Action-Oriented versus Process-Oriented Approaches -- The INSIGHT Framework -- Obtaining and Testing Insight in a Digitally Supersonic World -- Conclusion -- Author Biographies -- Chapter 23 Personalization-Today and Tomorrow -- Tapping the Power of Predictive Analytics -- Delta Airlines: Increasing Customer Lifetime Value -- Auto Mercado: Personalization on a Smaller Scale -- Customer Triggers to Optimize Timing and Content -- The Timely Reminder -- AI for Personalization -- The Connected Strategy -- Conclusion -- Author Biography -- Notes EULA. |
| ctrlnum | (ZDB-30-PQE)EBC7234991 (ZDB-30-PAD)EBC7234991 (ZDB-89-EBL)EBL7234991 (OCoLC)1378490035 (DE-599)BVBBV048921818 |
| discipline | Wirtschaftswissenschaften |
| edition | 3rd ed |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>09431nam a2200505zc 4500</leader><controlfield tag="001">BV048921818</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">230502s2023 xx o|||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781119906254</subfield><subfield code="9">978-1-119-90625-4</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PQE)EBC7234991</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PAD)EBC7234991</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-89-EBL)EBL7234991</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1378490035</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV048921818</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-2070s</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 620</subfield><subfield code="0">(DE-625)141911:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Chernev, Alexander</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Kellogg on Marketing</subfield><subfield code="b">The Marketing Faculty of the Kellogg School of Management</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">3rd ed</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Newark</subfield><subfield code="b">John Wiley & Sons, Incorporated</subfield><subfield code="c">2023</subfield></datafield><datafield tag="264" ind1=" " ind2="4"><subfield code="c">©2023</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (434 Seiten)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Description based on publisher supplied metadata and other sources</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Cover -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- Part One Marketing Strategy and Tactics -- Chapter 1 Marketing in the Age of Disruption -- The New Market Realities -- The Key Marketing Trends -- Conclusion -- Author Biographies -- Chapter 2 The Fall of the Four Ps and the Rise of Strategic Marketing -- The Four Ps and the Seven Ts -- From Tactical Marketing to Strategic Value Management -- Creating Customer Value -- Marketing as a Process of Designing, Communicating, and Delivering Value -- Conclusion -- Author Biographies -- Chapter 3 The Framework for Marketing Management -- The G-STIC Framework for Marketing Management -- Setting the Goal -- Designing the Strategy and Tactics -- Managing the Implementation and Defining Controls -- Developing a Marketing Plan -- Conclusion -- Author Biography -- Part Two Marketing as an Engine of Business Growth -- Chapter 4 Creating Value to Disrupt Markets -- What Are Market Disruptions? -- How Do We Best Prepare to Introduce a New Product or Rethink an Existing Product? -- How Can We Create a Value Proposition? -- Different Types of Market Disruptions -- How to Analyze Market Disruptions-A Case-Based Approach -- Conclusion -- Author Biographies -- Chapter 5 Customer Centricity as a Business Strategy -- What Is Customer Centricity? -- The Three Centricities -- What Customer Centricity Is Not -- "The Customer" Does Not Exist -- Customer Segmentation: The Truck Stop -- The Airline Passenger -- From Differentiation to Valuation -- CLV in the Real World -- Customer-Centric Business Valuation -- Conclusion -- Author Biography -- Chapter 6 Emptor Cognita: Competitive Advantage through Buyer Learning -- Buyer Learning -- Market Pioneering -- Brand Differentiation -- Brand Status -- Conclusion -- Author Biography -- Chapter 7 Defensive Market Strategy -- Defining Defensive Strategy</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">The Three Key Steps in Defense -- Keys to Success -- Conclusion -- Author Biography -- Part Three Developing a Winning Marketing Strategy -- Chapter 8 Target Market Analysis: How to Identify the Right Customers -- Today's Marketer Is Not an Adman -- The Target Imperative -- Strategic Segmenting to Facilitate Target Selection -- Key Tools for Smart Targeting-Understanding Customer Lifetime Value -- Keys to Smart Targeting-Creating Personas -- The Keys to Smart Targeting-The Journey Is Half the Fun -- Pulling It All Together -- Author Biography -- Chapter 9 Defining Customer Segments: Four Steps for Successful Market Segmentation -- Step 1: Understand Customer Needs, Goals, and Problems -- Step 2: Understand Customers' Current Solutions -- Step 3: Assign a Value to Each Segment or Subsegment -- Step 4: Find Reliable Segment Indicators -- Conclusion -- Author Biography -- Chapter 10 Crafting a Positioning Strategy: Capturing the Customer Mindshare -- The Classic Positioning Statement -- How Do We Get There? How to Practically Find Your Brand's Positioning -- Purpose: When and How to Leverage a Higher-Order Social Purpose for Commercial Purposes -- AI-Enabled Personalization -- Conclusion -- Author Biography -- Part Four Creating Value with Brands -- Chapter 11 Building Strong Brands -- The Brand as a Marketing Tool -- The Brand as a Mental Image -- How Brands Create Value -- Brands as a Means of Creating Customer Value -- Brands as a Means of Creating Company Value -- Brand Valuation -- Conclusion -- Author Biography -- Chapter 12 Creating a Meaningful Brand Image -- Integrate the Brand Image into Your Strategic Thinking -- Track the Brand Image to Verify Success -- Ensure Consistency in Touchpoints to Build a Coherent Brand Image -- Conclusion -- Author Biography -- Chapter 13 Brand Resilience: Surviving a Brand Crisis -- Brands as Signals of Quality</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">The Shift from Communicating Quality to Signaling Trust -- The Mounting Pressures on Brand Trust -- Creating Resilient Brands -- Assess Brand Risks -- Galvanize Your Brand Troops -- Deploy Your Brand Risk Early-Warning Systems -- Repel the Attacks on Your Brand -- Learn and Adapt Your Brand Defenses -- Measure and Track Brand Resilience -- Generate Popular Support for Your Brand Resilience Campaign -- Conclusion -- Author Biography -- Part Five Crafting a Successful Communication Campaign -- Chapter 14 Managing Advertising: From Strategic Planning to Creative Review -- Critical Stages of Advertising -- The Creative Brief: A Strategic Blueprint for Success -- Creative Review: Structuring and Providing Feedback -- The ADPLAN Framework -- Four Zone Feedback -- Conclusion -- Author Biography -- Chapter 15 Developing an Impactful Communication Campaign -- Who: Targeting in Communications -- When, Where, and What: Multi-Channel Planning -- The Rise of Data -- Practical Journey Mapping to Inform When, Where, and What -- Next-Generation Journeys -- What's Next -- Conclusion -- Author Biography -- Chapter 16 Marketing in the Metaverse -- What Is the Metaverse? -- The Seven Layers of the Metaverse -- Three Decades of Marketing in a Digital World -- Three Horizons of Marketing -- Case Study: Nike in the Metaverse -- Making Moves in the Metaverse -- Conclusion -- Author Biography -- Part Six Designing Effective Distribution Channels -- Chapter 17 Strategic Channel Management -- What Is a Channel and How Does It Create Value? -- Introducing the Channel Map -- The Functions of a Channel -- Understanding Service Output Demands -- The Channel Partners -- Retailers and What They Do -- How Retail Buyers Think -- Trending Channel Structures: Direct-to-Consumer Models and Marketplaces -- Conclusion -- Author Biographies -- Chapter 18 Go-to-Market Omnichannel Design</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">What Is an Omnichannel? -- What an Omnichannel Experience Looks Like: H&amp -- R Block -- The Elements of an Omnichannel Experience -- How a CDP Works -- Subaru: Combining the Front End and Back End for an Omnichannel Experience -- Managerial Considerations When Leading an Omnichannel Transformation Implementation -- Conclusion -- Author Biography -- Chapter 19 Sales as Storytelling -- Sales and Marketing -- Why Story? -- The Two Arcs of Storytelling -- A New Asset Class -- The Story Matrix™ -- Forward Together -- Conclusion -- Author Biography -- Part Seven Data-Driven Marketing -- Chapter 20 Leading with AI and Analytics -- Moneyball: What Really Happened -- Analytics and AI Are Every Leader's Problem-Here's Why -- The AIA Framework for Marketers -- Applying the AIA Framework in Marketing: Propensity Versus Uplift -- Conclusion -- Author Biographies -- Chapter 21 Leveraging Technology to Manage the Customer Experience -- Profitable Growth Through Customer Acquisition, Retention, and Development -- Managing Consumer Relationships and Experiences in the B2C Context -- Managing Customer Relationships and Experiences in the B2B Context -- Conclusion -- Author Biography -- Chapter 22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics -- The Need for a Hypothesis Generation Mindset -- Action-Oriented versus Process-Oriented Approaches -- The INSIGHT Framework -- Obtaining and Testing Insight in a Digitally Supersonic World -- Conclusion -- Author Biographies -- Chapter 23 Personalization-Today and Tomorrow -- Tapping the Power of Predictive Analytics -- Delta Airlines: Increasing Customer Lifetime Value -- Auto Mercado: Personalization on a Smaller Scale -- Customer Triggers to Optimize Timing and Content -- The Timely Reminder -- AI for Personalization -- The Connected Strategy -- Conclusion -- Author Biography -- Notes</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">EULA.</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kundenbindung</subfield><subfield code="0">(DE-588)4384508-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingtheorie</subfield><subfield code="0">(DE-588)4168911-2</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4143413-4</subfield><subfield code="a">Aufsatzsammlung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketingtheorie</subfield><subfield code="0">(DE-588)4168911-2</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Kundenbindung</subfield><subfield code="0">(DE-588)4384508-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="a">Chernev, Alexander</subfield><subfield code="t">Kellogg on Marketing</subfield><subfield code="d">Newark : John Wiley & Sons, Incorporated,c2023</subfield><subfield code="z">9781119906247</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-PQE</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-034185909</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=7234991</subfield><subfield code="l">DE-2070s</subfield><subfield code="p">ZDB-30-PQE</subfield><subfield code="q">HWR_PDA_PQE</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| genre | (DE-588)4143413-4 Aufsatzsammlung gnd-content |
| genre_facet | Aufsatzsammlung |
| id | DE-604.BV048921818 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T19:55:46Z |
| institution | BVB |
| isbn | 9781119906254 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034185909 |
| oclc_num | 1378490035 |
| open_access_boolean | |
| owner | DE-2070s |
| owner_facet | DE-2070s |
| physical | 1 Online-Ressource (434 Seiten) |
| psigel | ZDB-30-PQE ZDB-30-PQE HWR_PDA_PQE |
| publishDate | 2023 |
| publishDateSearch | 2023 |
| publishDateSort | 2023 |
| publisher | John Wiley & Sons, Incorporated |
| record_format | marc |
| spelling | Chernev, Alexander Verfasser aut Kellogg on Marketing The Marketing Faculty of the Kellogg School of Management 3rd ed Newark John Wiley & Sons, Incorporated 2023 ©2023 1 Online-Ressource (434 Seiten) txt rdacontent c rdamedia cr rdacarrier Description based on publisher supplied metadata and other sources Cover -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- Part One Marketing Strategy and Tactics -- Chapter 1 Marketing in the Age of Disruption -- The New Market Realities -- The Key Marketing Trends -- Conclusion -- Author Biographies -- Chapter 2 The Fall of the Four Ps and the Rise of Strategic Marketing -- The Four Ps and the Seven Ts -- From Tactical Marketing to Strategic Value Management -- Creating Customer Value -- Marketing as a Process of Designing, Communicating, and Delivering Value -- Conclusion -- Author Biographies -- Chapter 3 The Framework for Marketing Management -- The G-STIC Framework for Marketing Management -- Setting the Goal -- Designing the Strategy and Tactics -- Managing the Implementation and Defining Controls -- Developing a Marketing Plan -- Conclusion -- Author Biography -- Part Two Marketing as an Engine of Business Growth -- Chapter 4 Creating Value to Disrupt Markets -- What Are Market Disruptions? -- How Do We Best Prepare to Introduce a New Product or Rethink an Existing Product? -- How Can We Create a Value Proposition? -- Different Types of Market Disruptions -- How to Analyze Market Disruptions-A Case-Based Approach -- Conclusion -- Author Biographies -- Chapter 5 Customer Centricity as a Business Strategy -- What Is Customer Centricity? -- The Three Centricities -- What Customer Centricity Is Not -- "The Customer" Does Not Exist -- Customer Segmentation: The Truck Stop -- The Airline Passenger -- From Differentiation to Valuation -- CLV in the Real World -- Customer-Centric Business Valuation -- Conclusion -- Author Biography -- Chapter 6 Emptor Cognita: Competitive Advantage through Buyer Learning -- Buyer Learning -- Market Pioneering -- Brand Differentiation -- Brand Status -- Conclusion -- Author Biography -- Chapter 7 Defensive Market Strategy -- Defining Defensive Strategy The Three Key Steps in Defense -- Keys to Success -- Conclusion -- Author Biography -- Part Three Developing a Winning Marketing Strategy -- Chapter 8 Target Market Analysis: How to Identify the Right Customers -- Today's Marketer Is Not an Adman -- The Target Imperative -- Strategic Segmenting to Facilitate Target Selection -- Key Tools for Smart Targeting-Understanding Customer Lifetime Value -- Keys to Smart Targeting-Creating Personas -- The Keys to Smart Targeting-The Journey Is Half the Fun -- Pulling It All Together -- Author Biography -- Chapter 9 Defining Customer Segments: Four Steps for Successful Market Segmentation -- Step 1: Understand Customer Needs, Goals, and Problems -- Step 2: Understand Customers' Current Solutions -- Step 3: Assign a Value to Each Segment or Subsegment -- Step 4: Find Reliable Segment Indicators -- Conclusion -- Author Biography -- Chapter 10 Crafting a Positioning Strategy: Capturing the Customer Mindshare -- The Classic Positioning Statement -- How Do We Get There? How to Practically Find Your Brand's Positioning -- Purpose: When and How to Leverage a Higher-Order Social Purpose for Commercial Purposes -- AI-Enabled Personalization -- Conclusion -- Author Biography -- Part Four Creating Value with Brands -- Chapter 11 Building Strong Brands -- The Brand as a Marketing Tool -- The Brand as a Mental Image -- How Brands Create Value -- Brands as a Means of Creating Customer Value -- Brands as a Means of Creating Company Value -- Brand Valuation -- Conclusion -- Author Biography -- Chapter 12 Creating a Meaningful Brand Image -- Integrate the Brand Image into Your Strategic Thinking -- Track the Brand Image to Verify Success -- Ensure Consistency in Touchpoints to Build a Coherent Brand Image -- Conclusion -- Author Biography -- Chapter 13 Brand Resilience: Surviving a Brand Crisis -- Brands as Signals of Quality The Shift from Communicating Quality to Signaling Trust -- The Mounting Pressures on Brand Trust -- Creating Resilient Brands -- Assess Brand Risks -- Galvanize Your Brand Troops -- Deploy Your Brand Risk Early-Warning Systems -- Repel the Attacks on Your Brand -- Learn and Adapt Your Brand Defenses -- Measure and Track Brand Resilience -- Generate Popular Support for Your Brand Resilience Campaign -- Conclusion -- Author Biography -- Part Five Crafting a Successful Communication Campaign -- Chapter 14 Managing Advertising: From Strategic Planning to Creative Review -- Critical Stages of Advertising -- The Creative Brief: A Strategic Blueprint for Success -- Creative Review: Structuring and Providing Feedback -- The ADPLAN Framework -- Four Zone Feedback -- Conclusion -- Author Biography -- Chapter 15 Developing an Impactful Communication Campaign -- Who: Targeting in Communications -- When, Where, and What: Multi-Channel Planning -- The Rise of Data -- Practical Journey Mapping to Inform When, Where, and What -- Next-Generation Journeys -- What's Next -- Conclusion -- Author Biography -- Chapter 16 Marketing in the Metaverse -- What Is the Metaverse? -- The Seven Layers of the Metaverse -- Three Decades of Marketing in a Digital World -- Three Horizons of Marketing -- Case Study: Nike in the Metaverse -- Making Moves in the Metaverse -- Conclusion -- Author Biography -- Part Six Designing Effective Distribution Channels -- Chapter 17 Strategic Channel Management -- What Is a Channel and How Does It Create Value? -- Introducing the Channel Map -- The Functions of a Channel -- Understanding Service Output Demands -- The Channel Partners -- Retailers and What They Do -- How Retail Buyers Think -- Trending Channel Structures: Direct-to-Consumer Models and Marketplaces -- Conclusion -- Author Biographies -- Chapter 18 Go-to-Market Omnichannel Design What Is an Omnichannel? -- What an Omnichannel Experience Looks Like: H& -- R Block -- The Elements of an Omnichannel Experience -- How a CDP Works -- Subaru: Combining the Front End and Back End for an Omnichannel Experience -- Managerial Considerations When Leading an Omnichannel Transformation Implementation -- Conclusion -- Author Biography -- Chapter 19 Sales as Storytelling -- Sales and Marketing -- Why Story? -- The Two Arcs of Storytelling -- A New Asset Class -- The Story Matrix™ -- Forward Together -- Conclusion -- Author Biography -- Part Seven Data-Driven Marketing -- Chapter 20 Leading with AI and Analytics -- Moneyball: What Really Happened -- Analytics and AI Are Every Leader's Problem-Here's Why -- The AIA Framework for Marketers -- Applying the AIA Framework in Marketing: Propensity Versus Uplift -- Conclusion -- Author Biographies -- Chapter 21 Leveraging Technology to Manage the Customer Experience -- Profitable Growth Through Customer Acquisition, Retention, and Development -- Managing Consumer Relationships and Experiences in the B2C Context -- Managing Customer Relationships and Experiences in the B2B Context -- Conclusion -- Author Biography -- Chapter 22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics -- The Need for a Hypothesis Generation Mindset -- Action-Oriented versus Process-Oriented Approaches -- The INSIGHT Framework -- Obtaining and Testing Insight in a Digitally Supersonic World -- Conclusion -- Author Biographies -- Chapter 23 Personalization-Today and Tomorrow -- Tapping the Power of Predictive Analytics -- Delta Airlines: Increasing Customer Lifetime Value -- Auto Mercado: Personalization on a Smaller Scale -- Customer Triggers to Optimize Timing and Content -- The Timely Reminder -- AI for Personalization -- The Connected Strategy -- Conclusion -- Author Biography -- Notes EULA. Kundenbindung (DE-588)4384508-3 gnd rswk-swf Marketingtheorie (DE-588)4168911-2 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketingtheorie (DE-588)4168911-2 s Kundenbindung (DE-588)4384508-3 s DE-604 Erscheint auch als Druck-Ausgabe Chernev, Alexander Kellogg on Marketing Newark : John Wiley & Sons, Incorporated,c2023 9781119906247 |
| spellingShingle | Chernev, Alexander Kellogg on Marketing The Marketing Faculty of the Kellogg School of Management Cover -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- Part One Marketing Strategy and Tactics -- Chapter 1 Marketing in the Age of Disruption -- The New Market Realities -- The Key Marketing Trends -- Conclusion -- Author Biographies -- Chapter 2 The Fall of the Four Ps and the Rise of Strategic Marketing -- The Four Ps and the Seven Ts -- From Tactical Marketing to Strategic Value Management -- Creating Customer Value -- Marketing as a Process of Designing, Communicating, and Delivering Value -- Conclusion -- Author Biographies -- Chapter 3 The Framework for Marketing Management -- The G-STIC Framework for Marketing Management -- Setting the Goal -- Designing the Strategy and Tactics -- Managing the Implementation and Defining Controls -- Developing a Marketing Plan -- Conclusion -- Author Biography -- Part Two Marketing as an Engine of Business Growth -- Chapter 4 Creating Value to Disrupt Markets -- What Are Market Disruptions? -- How Do We Best Prepare to Introduce a New Product or Rethink an Existing Product? -- How Can We Create a Value Proposition? -- Different Types of Market Disruptions -- How to Analyze Market Disruptions-A Case-Based Approach -- Conclusion -- Author Biographies -- Chapter 5 Customer Centricity as a Business Strategy -- What Is Customer Centricity? -- The Three Centricities -- What Customer Centricity Is Not -- "The Customer" Does Not Exist -- Customer Segmentation: The Truck Stop -- The Airline Passenger -- From Differentiation to Valuation -- CLV in the Real World -- Customer-Centric Business Valuation -- Conclusion -- Author Biography -- Chapter 6 Emptor Cognita: Competitive Advantage through Buyer Learning -- Buyer Learning -- Market Pioneering -- Brand Differentiation -- Brand Status -- Conclusion -- Author Biography -- Chapter 7 Defensive Market Strategy -- Defining Defensive Strategy The Three Key Steps in Defense -- Keys to Success -- Conclusion -- Author Biography -- Part Three Developing a Winning Marketing Strategy -- Chapter 8 Target Market Analysis: How to Identify the Right Customers -- Today's Marketer Is Not an Adman -- The Target Imperative -- Strategic Segmenting to Facilitate Target Selection -- Key Tools for Smart Targeting-Understanding Customer Lifetime Value -- Keys to Smart Targeting-Creating Personas -- The Keys to Smart Targeting-The Journey Is Half the Fun -- Pulling It All Together -- Author Biography -- Chapter 9 Defining Customer Segments: Four Steps for Successful Market Segmentation -- Step 1: Understand Customer Needs, Goals, and Problems -- Step 2: Understand Customers' Current Solutions -- Step 3: Assign a Value to Each Segment or Subsegment -- Step 4: Find Reliable Segment Indicators -- Conclusion -- Author Biography -- Chapter 10 Crafting a Positioning Strategy: Capturing the Customer Mindshare -- The Classic Positioning Statement -- How Do We Get There? How to Practically Find Your Brand's Positioning -- Purpose: When and How to Leverage a Higher-Order Social Purpose for Commercial Purposes -- AI-Enabled Personalization -- Conclusion -- Author Biography -- Part Four Creating Value with Brands -- Chapter 11 Building Strong Brands -- The Brand as a Marketing Tool -- The Brand as a Mental Image -- How Brands Create Value -- Brands as a Means of Creating Customer Value -- Brands as a Means of Creating Company Value -- Brand Valuation -- Conclusion -- Author Biography -- Chapter 12 Creating a Meaningful Brand Image -- Integrate the Brand Image into Your Strategic Thinking -- Track the Brand Image to Verify Success -- Ensure Consistency in Touchpoints to Build a Coherent Brand Image -- Conclusion -- Author Biography -- Chapter 13 Brand Resilience: Surviving a Brand Crisis -- Brands as Signals of Quality The Shift from Communicating Quality to Signaling Trust -- The Mounting Pressures on Brand Trust -- Creating Resilient Brands -- Assess Brand Risks -- Galvanize Your Brand Troops -- Deploy Your Brand Risk Early-Warning Systems -- Repel the Attacks on Your Brand -- Learn and Adapt Your Brand Defenses -- Measure and Track Brand Resilience -- Generate Popular Support for Your Brand Resilience Campaign -- Conclusion -- Author Biography -- Part Five Crafting a Successful Communication Campaign -- Chapter 14 Managing Advertising: From Strategic Planning to Creative Review -- Critical Stages of Advertising -- The Creative Brief: A Strategic Blueprint for Success -- Creative Review: Structuring and Providing Feedback -- The ADPLAN Framework -- Four Zone Feedback -- Conclusion -- Author Biography -- Chapter 15 Developing an Impactful Communication Campaign -- Who: Targeting in Communications -- When, Where, and What: Multi-Channel Planning -- The Rise of Data -- Practical Journey Mapping to Inform When, Where, and What -- Next-Generation Journeys -- What's Next -- Conclusion -- Author Biography -- Chapter 16 Marketing in the Metaverse -- What Is the Metaverse? -- The Seven Layers of the Metaverse -- Three Decades of Marketing in a Digital World -- Three Horizons of Marketing -- Case Study: Nike in the Metaverse -- Making Moves in the Metaverse -- Conclusion -- Author Biography -- Part Six Designing Effective Distribution Channels -- Chapter 17 Strategic Channel Management -- What Is a Channel and How Does It Create Value? -- Introducing the Channel Map -- The Functions of a Channel -- Understanding Service Output Demands -- The Channel Partners -- Retailers and What They Do -- How Retail Buyers Think -- Trending Channel Structures: Direct-to-Consumer Models and Marketplaces -- Conclusion -- Author Biographies -- Chapter 18 Go-to-Market Omnichannel Design What Is an Omnichannel? -- What an Omnichannel Experience Looks Like: H& -- R Block -- The Elements of an Omnichannel Experience -- How a CDP Works -- Subaru: Combining the Front End and Back End for an Omnichannel Experience -- Managerial Considerations When Leading an Omnichannel Transformation Implementation -- Conclusion -- Author Biography -- Chapter 19 Sales as Storytelling -- Sales and Marketing -- Why Story? -- The Two Arcs of Storytelling -- A New Asset Class -- The Story Matrix™ -- Forward Together -- Conclusion -- Author Biography -- Part Seven Data-Driven Marketing -- Chapter 20 Leading with AI and Analytics -- Moneyball: What Really Happened -- Analytics and AI Are Every Leader's Problem-Here's Why -- The AIA Framework for Marketers -- Applying the AIA Framework in Marketing: Propensity Versus Uplift -- Conclusion -- Author Biographies -- Chapter 21 Leveraging Technology to Manage the Customer Experience -- Profitable Growth Through Customer Acquisition, Retention, and Development -- Managing Consumer Relationships and Experiences in the B2C Context -- Managing Customer Relationships and Experiences in the B2B Context -- Conclusion -- Author Biography -- Chapter 22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics -- The Need for a Hypothesis Generation Mindset -- Action-Oriented versus Process-Oriented Approaches -- The INSIGHT Framework -- Obtaining and Testing Insight in a Digitally Supersonic World -- Conclusion -- Author Biographies -- Chapter 23 Personalization-Today and Tomorrow -- Tapping the Power of Predictive Analytics -- Delta Airlines: Increasing Customer Lifetime Value -- Auto Mercado: Personalization on a Smaller Scale -- Customer Triggers to Optimize Timing and Content -- The Timely Reminder -- AI for Personalization -- The Connected Strategy -- Conclusion -- Author Biography -- Notes EULA. Kundenbindung (DE-588)4384508-3 gnd Marketingtheorie (DE-588)4168911-2 gnd |
| subject_GND | (DE-588)4384508-3 (DE-588)4168911-2 (DE-588)4143413-4 |
| title | Kellogg on Marketing The Marketing Faculty of the Kellogg School of Management |
| title_auth | Kellogg on Marketing The Marketing Faculty of the Kellogg School of Management |
| title_exact_search | Kellogg on Marketing The Marketing Faculty of the Kellogg School of Management |
| title_full | Kellogg on Marketing The Marketing Faculty of the Kellogg School of Management |
| title_fullStr | Kellogg on Marketing The Marketing Faculty of the Kellogg School of Management |
| title_full_unstemmed | Kellogg on Marketing The Marketing Faculty of the Kellogg School of Management |
| title_short | Kellogg on Marketing |
| title_sort | kellogg on marketing the marketing faculty of the kellogg school of management |
| title_sub | The Marketing Faculty of the Kellogg School of Management |
| topic | Kundenbindung (DE-588)4384508-3 gnd Marketingtheorie (DE-588)4168911-2 gnd |
| topic_facet | Kundenbindung Marketingtheorie Aufsatzsammlung |
| work_keys_str_mv | AT chernevalexander kelloggonmarketingthemarketingfacultyofthekelloggschoolofmanagement |