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

Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
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A Thorough Analysis on Branding

Branding insights from business school experts

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

An Invaluable Single Source of Information and Counsel

Branding Made Simple and Compelling

Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
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ASIN: 0471690163

Book Description

The latest thinking on key branding concepts, including brand positioning and design
Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio
Techniques for building a brand-centered organization
Insights from senior managers who have fought branding battles and won

This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

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The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

Customer Reviews:

A Thorough Analysis on Branding.......2007-08-14

I picked up "Kellogg on Branding" from Amazon because my company was embarking on a branding exercise. As part of the team, I wanted to get well-versed in the theoretical and practical implications of branding and brand management. Little did I realize that I have picked up a gem.

First and foremost, this is an academic book, some of which may cause a reader to gloss over, especially if they are just looking for easy bullet point overviews. Nonetheless, I found this to be a goldmine of information.

A collection of articles and research by some of the by faculty at the Kellogg School of Management at Northwestern University covering a range of issues. Specifically, the book covers branding concepts in the first three chapters, strategies for building and leveraging brands, strategy to implimentation, and branding insights.

I found the last chapters (14 through 20) to be the most interesting as they were written by senior executives at firms. Whether it was a discussion on there individual companies leveraged their brand, to using their brand internally, it was the more "Practical" section of the book.

Thats not to diminish the other sections of the book. In one collection we have a guide for branding in the tech sector, to managing a brand portfolio, to design and positioning. Each with a wealth of information for anyone looking at their own companies and trying to make sense of branding, brand strategy and brand management.

Needless to say, this volume armed me quite well for our branding initiatives.

Again, this is a detailed book, and not a gloss over. If you can read this with the attention to detail "Kellogg on Branding" offers, then you will be well rewarded. If not, you may want to look elsewhere.

Regardless, I highly recommend.

Branding insights from business school experts.......2007-02-10

Branding is so powerful that it touches upon more disciplines than other branches of marketing. Figuring out why branding works and where it might go in the future requires insights from several fields, including anthropology, advertising, management and psychology. Thus, this anthology takes the perfect approach to presenting the latest information about branding. A single author would have difficulty keeping up with so much multidisciplinary research. This worthwhile book ranges from the basic to the esoteric, and from the practical to the theoretical. It offers numerous case studies and advice about brand building in particular industries; it also includes an interesting discussion of the anthropology of branding. We recommend this book to marketing managers: Even experienced, knowledgeable branding practitioners are likely to encounter new ideas and strategies in these pages.

Kellogg on Branding : The Marketing Faculty of The Kellogg School of Management.......2006-02-24

This book is written by academics and it shows. While there are many good ideas and insightful analysis, it is essentially a compilation of papers written by academics. Accordingly, there is little flow to the book, which makes it somewhat of a difficult, if not boring, read.

An Invaluable Single Source of Information and Counsel.......2006-02-10

The last time I checked, Amazon and its online partner Borders sell more than 8,000 different books on the general subject of brands and brand management. Presumably this number will continue to increase as organizations become more actively involved with marketing initiatives which effectively leverage one or more brands.

What we have here is one of the volumes which comprise a series produced by faculty members at the Kellogg School of Management at Northwestern University. It was edited by Alice M. Tybout and Tim Calkins who co-authored the Preface; Philip Kotler provides the Foreword and Calkins the Introduction.

I feel obligated to suggest at the outset that none of the volumes in this series is an "easy read." On the contrary, each requires but will generously reward a careful consideration of its contents which, in this volume, are carefully organized within four Sections:

I (Chapters 1-3) Key Branding Concepts
II (Chapters 4-6) Strategies for Building and Leveraging Brands
III (Chapters 7-13) From Strategy to Implementation
IV (Chapters 14-20) Branding Insights from Senior Managers

There are five themes which are rigorously examined through the narrative: brand positioning, brand design, brand meaning, leveraging a brand, creating a brand-driven organization, and then three chapters are devoted to issues on measurement. I especially appreciate the provision of various frameworks, check-lists (e.g. the five-step process for designing a brand on page 38), "Figures" (e.g Whirlpool's Touch Point Wheel" on page 230), and other tools to assist the reader with clarifying her or his thoughts about branding in terms the specific needs and interests of his or her organization.

Although taken out of context, the following three excerpts are representative of the high quality of thinking and writing throughout this book:

"The word brand has a tripartite etymology. One emphasis clusters around burning, with connotations both of fiery consummation and of banking the hearth. A second emphasis clusters around marking, with connotations of ownership and indelibility, as well as paradoxical allusions to intrinsic essence, whether or merit or stigma. A third emphasis clusters around the delivery of, or deliverance from, danger (stoke, anneal, cauterize; conflagration, possession, aggression). The brand embodies the transformative heat of passion, properly tended. It is bestowed and it is earned. The brand bespeaks the forging of a family." John F. Sherry, Jr. on "Brand Meaning," page 41.

"There are several sources of pioneering advantage. All are derived from the pioneer's unique role in creating the category, in defining the dimensions on which brands compete, and in influencing the importance buyers attach to perceived differences. Simply put, the pioneer plays a unique role... It is perceived different from others, and that perception is valuable in several ways....A pioneer can become the standard against which later entrants are judged simply by establishing the category and being viewed as the near-ideal product. This strong association with the product category means that virtually all other products in the category are now judged by the established standard. Standards in markets take at least two forms -- psychological standards and technological standards." Gregory S. Carpenter and Kent Nakamoto on "Competitive Strategies," pages 75 and 77.

"The differences between technology markets and CPG [consumer packaged goods] markets from a branding standpoint can be categorized into differences related to the market, differences related to products, differences related to customer behavior, and differences related to channels and ecosystems. I use this categorization scheme to discuss the challenges and principles of branding in technology markets. Figure 11.1 [pages 204 and 205] summarizes the key contextual dimensions that form the basis of contrasting brands in technology markets with branding in CPG markets." Mohanbir Sawhney on "Branding in Technology Markets," pages 202 and 203.

This book will be of greatest value to those senior-level executives who need to know their customers better and how to get closer to them, who need expert counsel on how to differentiate what they offer and then with formulating appropriate branding strategies which position their offering, not only as relevant to the given target market but indeed superior in value to whatever is offered by competitors.

Those who share my high regard for this volume are urged to check out Kellogg on Marketing edited by Dawn Iacobucci and Kellogg on Integrated Marketing co-edited by David Dranove and Sonia Marciano. I also recommend Harvard Business Review on Brand Management, Alina Wheeler's Designing Brand Identity, William J. McEwen's Married to the Brand, Marty Neumeir's The Brand Gap, Martin Lindstrom's Brand Sense, David A. Aaker's Building Strong Brands as well as Brand Portfolio Strategy, Bill Schley and Carl Nichols Jr.'s Why Johnny Can't Brand, Scott Bedbury and Stephen Fenichell's A New Brand World, Kevin Lane Keller's Strategic Brand Management (Second Edition), Alex Wipperfurth's Brand Hijack, and Douglas B. Holt's How Brands Become Icons.

Branding Made Simple and Compelling.......2006-01-15

The Kellog school is renowned for their marketing school standing head and shoulders above their competitors. It is fair to say that this book, Kellog on Branding, demonstrates in no short manner why.

It remains the great mystery of business: how to get consumers to recognise the value of your product over others, such that they are willing to recognise this in the price they pay for it. Innovation in product design is not businesses greatest challenge today, making it pay is.

This book has plenty of great examples of companies that have managed to pull this off, some of these examples should be relevant to your business, and give practical examples of how ot make it work. More importantly, the articles, or chapters, give a step by step process to help your company create unique solutions.

My only real recommendation is not to tell your competitors about this book.

Average customer rating:

Your Marketing Guidebook...
Something of substantial value for everyone
It's great, but not enough.
Great but uneven content
Insightful at times, but uneven in execution

Kellogg on Marketing
Dawn Iacobucci
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

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ASIN: 047135399X

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Praise for Kellogg on Marketing

"The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success."
—Betsy D. Holden, President and CEO, Kraft Foods

"Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing."
—Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company

"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy."
—Robert A. Eckert, Chairman and CEO, Mattel, Inc.

"This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing."
—Mel Bergstein, Chairman and CEO, Diamond Technology Partners

"New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School."
—Ronald W. Dollens, President, Guidant Corporation

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Praise for Kellogg on Marketing

Customer Reviews:

Your Marketing Guidebook..........2007-05-07

Kellogg on Marketing is a great guidebook to the world of marketing. It covers all of the basic topics and the articles go into enough detail to help a novice understand the concepts, or help a pro explain them.

If you're in business, particularly marketing, this should be on your reference shelf long after you've read it.

Something of substantial value for everyone.......2006-03-29

The last time I checked, Amazon and its online partner Borders sell more than 38,000 different books on the general subject or a specific component of marketing. Presumably this number will continue to increase as organizations become more actively involved with marketing initiatives to create or increase demand for what they offer, especially on a global level.

What we have here is one of the volumes which comprise a series produced by faculty members at the Kellogg School of Management at Northwestern University and elsewhere. It was superbly edited by Dawn Iacobucci (Wharton) who wrote the Introduction. Sidney J. Levy (to whom this book is dedicated) wrote the Foreword and Philip Kotler (Kellogg) the Preface. I feel obligated to suggest at the outset that none of the volumes in this series is an "easy read." On the contrary, each requires but will generously reward a careful consideration of its content which, in this volume, is carefully organized within three Sections:

I (Chapters 1-6) Strategy: Thinking About the Customer and the Marketplace
II (Chapters 7-9) Intelligence: Learning About the Customer and the Marketplace
III (Chapters 10-13) Implementation: Managing the Marketplace

There are several reasons why I hold this book in such high regard. Here are three. First, the contributors cover almost every possible aspect of the general subject of marketing but, to their credit, focus much more attention on practical and effective applications than on general theories and concepts. Throughout the narrative, there are all manner of reader-friendly devices which help to correlate and synthesize key ideas such as charts, graphs, and check-lists which summarize key points in each of the 17 chapters, thereby facilitating and expediting periodic review of those points later.

Also, the contributors provide a number of valuable insights of general interest and practical value. Here are two representative examples:

"Firms that are operationally excellent are not primarily product or service innovators, nor do they cultivate deep, one-to-one relationships with customers. Instead, they provide middle-of-the-market products that can appeal to the mass of consumers in a category by offering the best price with the least inconvenience....Firms that adopt a product leadership orientation focus on developing new and better products, often making their own products obsolete. In so doing, they must address three challenges. One is to foster creativity, knowing how and where to look for it and how to recognize it. Another challenge is to get products to market expeditiously. And product leadership implies being the first to present the latest technology or the best new service to the marketplace." Chapter 1, "Segmentation and Marketing," Brian Sternthal and Alice M. Tybout, excerpted from pages 23-24

"The key principle in services marketing and management is to remember that `people,' both the customers and the service providers, are much more intricately involved in the marketplace exchange than for the relatively simple purchaser of most goods. Keeping in mind this customer-service provider dyad helps the marketing manager gain empathy for the customer experience, hopefully with the goal of designing service delivery systems that provide opportunities for inherently high-quality interactions, and that accommodate modifications, either for still higher quality customization requested, or in recovery to reattain high-quality provision." Chapter 14, "Services marketing and Customer Service," Dawn Iacobucci, excerpted from page 328.

Finally, most of those who read this book will have about as much information, observations, counsel, and guidance as they could possibly need to create or increase demand for what they take to market. Obviously, only a fool would attempt to apply all of the strategies and tactics which the contributors provide in such generous abundance. It remains for each reader to select with great care whatever is most relevant to her or his own organization's specific needs and objectives...and then to apply effectively whatever is most appropriate to the given objectives and available resources. Fragmented and isolated marketing initiatives can quickly accumulate as substantial costs. If guided and informed by a rigorous and prudent selection of what is most relevant in this book, however, allocation of whatever resources may be required should be viewed as an investment.

Those who share my high regard for this book are urged to check out Kellogg on Integrated Marketing co-edited by Iacobucci and Bobby Calder as well as Kellogg on Branding co-edited by Alice Tybout and Tim Calkins.

I also recommend Theodore Levitt's The Marketing Imagination (which includes his classic HBR article, "Marketing Myopia"), Barbara Bund's The Outside-In Corporation, Kenneth E. Clow and Donald Baack's Integrated Advertising, Promotion, and Marketing Communications (Second Edition), George E. Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective, P. R. Smith and Jonathan Taylor's Marketing Communications: An Integrated Approach, and Noel Capon and co-authors' Total Integrated Marketing: Breaking the Bounds of the Function.

It's great, but not enough........2002-05-20

This book is definitely one of the best Marketing books I have ever read. But it's still not good enough. Some chapters are too simplified for students majoring in Marketing, especially in advanced education, such as master or doctoral degree. On the other side, this book could be a very nice one for a newbie in Marketing field. You can clarify some important concepts through reading. I strongly recommend it to students in undergrudate degree, managers of business, but not to students in advanced education.

Great but uneven content.......2001-11-23

'Kellogg on Marketing' consists some excellent essays in various aspect of Marketing, but I find the content of the essays uneven. There are overlapping in topic discussed & there are also essays that are obviously abstract version of academic research. Despite the less than perfect execution, the book should be valuable & enjoyable to readers with various level of knowledge & interest in marketing.

Insightful at times, but uneven in execution.......2001-06-29

I realize the authors are among the top thinkers in their field. Their brilliance shines through on page after page of this book. However, some chapters are too basic, while others are clearly watered down versions of seriously advanced academic writing, leaving the reader at times bewildered and at others aching for more depth. Of course, your own training may affect which is which.

I recommend the book for anyone with a basic to intermediate marketing background, looking to flesh out his or her understanding of the practice. More advanced readers will find nuggets here and there, but mostly will cover familiar ground. I do have to say there is enough depth and new insights that even the long time professional marketer will find something new to consider. Beginners start elsewhere.

Kellogg on Integrated Marketing
Average customer rating:

Kellog on Integrated Marketing - very enlightening

How to "drive the target customer perspective through all decisions"

Tools I Can Use

Good companies with innovative products

Patchy work at best.

Kellogg on Integrated Marketing
Bobby J. Calder
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

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Book Description

This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from:
- Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang

Customer Reviews:

Kellog on Integrated Marketing - very enlightening.......2007-01-03

As an MBA student I found this book to be excellent reference material and although not all of the contributors are of the same excellent standards, overall there are enough excellent contributions from various academics to make this a very good book indeed. In the main the book is well stuctured and the topics covered are well sequenced and thorough. The language used is very easy to understand and for a marketing novice like me there were no learning obstacles due to language or assumed levles of knowledge.

How to "drive the target customer perspective through all decisions" .......2006-03-04

The last time I checked, Amazon and its online partner Borders sell more than 38,000 different books on the general subject of marketing. Presumably this number will continue to increase as organizations become more actively involved with marketing initiatives to create or increase demand for what they offer.

What we have here is one of the volumes which comprise a series produced by faculty members at the Kellogg School of Management at Northwestern University or on faculties elsewhere. It was edited by Dawn Iacobucci and Bobby Calder; Don E. Schultz provides the Foreword, "Evolving Marketing and Marketing Communications into the Twenty-First Century."

I feel obligated to suggest at the outset that none of the volumes in this series is an "easy read." On the contrary, each requires but will generously reward a careful consideration of its contents which, in this volume, are carefully organized within 14 chapters which range from "Overview of Kellogg on Integrated Marketing" (Iacobucci and Calder) to "Reflections on a Great Marketing Organization" (Stephen Burnett). Long ago, I concluded that if marketing's primary purpose is to create or increase demand for whatever is offered, and, that all marketing initiatives should be "integrated" in the sense that they are comprehensive, cohesive, and cost- effective. Moreover, that everyone within a given enterprise should be directly involved in (or at least supportive of) those initiatives.

Perhaps it would be helpful to those who read this brief commentary if I were to provide a representative selection of brief quotations which suggest the range and depth of issues addressed and insights shared.

"For marketing a relationship to be developed, a brand must behave in a way that is consistent with the brand and that leads to a reaction from the customer that establishes a pattern of behavior. For example, A sports television network, such as ESPN, wants to engage in relationship marketing. The network could advertise that it is your sports partner. They team up with you to give you sports coverage wherever and whenever you want it. Is there a marketing relationship in what we have described? We think not. With whom is the customer having a relationship? There is no experience to define a relationship. Nor is there any behavior flowing from that experience for the consumer to react to." Andrew J. Razeghi and Bobby J. Calder, "Using Interaction Maps to Create Brand Experiences and Relationships." (page 52)

"The impetus for thinking about WOM [word of mouth] or buzz from a strategic point of view originated with the work of Elihu Katz and Paul Lazarfeld...almost 50 years ago. In their book, Personal Influence, they contrasted the power of consumer-to-consumer contacts with that of advertising and other types of mass communication and postulated that the process operated through a `two-step flow.' Certain individuals, termed influentials, took in information and passed it on to others with whom they were in contact. The key idea was that influentials were influential because of their links to a community of other people who would not otherwise be exposed to or absorb the information....Gradually, the notion was added that as information `diffuses' through a community, consumers pass through stages from just being aware of the information initially to finally being persuade to adopt a product." Maria Flores Letelier, Charles Spinoza, and Bobby J. Calder, "Strategies for Viral Marketing." (page 90)

Sub-segmentation "takes place after targeting a brand at a market segment and acquiring a database of customers. It divides a market segment into further subgroups. The marketing manager must have marketing plans for each sub-segment, because all sub-segments are customers. Other direct marketeers use the term customer segmentation or market segmentation to describe this activity, but the term sub-segmentation is less ambiguous (even the term customer can mean different things to different marketers)....There are two kinds of customized sub-segmentations, depending on the data-mining methodology used to find the sub-segments. First, there are `unsupervised learning methods' (obvious splits, clustering, latent class analysis). This approach yields segments of people who are similar to each other on some customer attributes....The second type of customized sub-segmentation is based on supervised learning methods like Chi-Squared Automatic Interaction Detector (CHAID) and bump hunting. These approaches yield segments using a set of `predictor' variables that have similar values of some dependent variable, such as long-term value (LTV), attrition, and so forth." Edward C. Malthouse, "Database Sub-Segmentation." (pages 165 and 166)

I realize that these three brief excerpts are taken out of context, as would be any others shared in this commentary. However, what I hope I have indicated is that those who have contributed to this volume have given a great deal of careful, indeed thought to the scope and depth of the subject each discusses; moreover, they rely upon a specific nomenclature when sharing their observations and insights, a nomenclature which should be familiar to senior-level executives who are responsible for formulating, implementing, and then managing a sophisticated marketing program.

Those who share my high regard for this book are urged to check out Kellogg on Branding co-edited by Alice Trybout and Tim Calkins, Kellogg on Marketing edited by Dawn Iacobucci, and Kellogg on Strategy co-authored by Daniel Dranove and Sonia Marciano

I also highly recommend Theodore Levitt's The Marketing Imagination (which includes his classic HBR article, "Marketing Myopia"), Kenneth E. Clow and Donald Baack's Integrated Advertising, Promotion, and Marketing Communications (Second Edition), George E. Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective, P. R. Smith and Jonathan Taylor's Marketing Communications: An Integrated Approach, and Noel Capon and co-authors' Total Integrated Marketing: Breaking the Bounds of the Function.

Tools I Can Use.......2003-08-13

Finally. In a world of one trend book after another, this book gives readers a solid foundation for understanding the latest developments in marketing. The authors provide a scholarly treatment of their subject matter, while not being densely academic and therefore difficult to follow. But although not academic, it is still a serious piece of work that makes you think. Today it is easy to find how to marketing books from practioners who want to apply rules based on experience without any thought to the discipline, human behavior, and deeper issues. Yet the book is loaded with original cases. In particular, the chapter on "viral marketing" provides grounded cases and a framework for applying solid word of mouth techniques. As a VP of a Sales Organization, this chapter gives me tools that I can apply to my sales organization without having to hope that a PR campaign has the expected impact.

Good companies with innovative products.......2003-08-02

This book is well targeted to companies that are bringing innovative products to market and have to be smarter than your average bear in getting noticed and taken seriously.

This book has a good compendium of what "integrated marketing" is all about. For most of us, we can't afford expensive TV campaigns, and need to address our customers in diverse ways, and measuring along the way. For me, CPM and audiences and demographics make no sense, so I appreciated this books more pragmatic cases studies.

Particularly for high tech companies, if you need a good overview of what it takes to create communities, create "BUZZ", and get people excited about your product in a natural way; this book is the best out there (read Chapter 6). The internet is a new medium, but most marketing is still primitive (pop ups? anyone?). There are some good ideas here on how to go about it the right way.

As with any compilation of articles, there are different voices and styles; some are better than others. Skip the bad ones.

But it's still only going to cost less than 10 minutes of your average marketing consultant; so buy it.

Patchy work at best........2003-03-31

What can I say... it is extremely difficult to write a negative review against two of the most important authorities in Marketing today. However, even the best people/institutions have huge "misses". And this book, believe me, is one of them.

Because of the quality of the institutions behind the book it is easy to take the quality of this book for granted. So it is for the same reason that I thought this book merits a detailed review and explain why a simple reader like me gives it no more than 2 stars (meaning that the book is not the worst out there, but it is not quite an "average" book either).

I believe that most of the problem lies on the Editors of the book. I can't imagine how difficult must be to put together people and views from two different institutions (Kellogg Business School and Medill School of Journalism) plus collaborators from other academic institutions and independent consulting companies. What is clear is that the Editors did not succeed in creating a cohesive book: in some cases it is because of the selection of topics/subjects discussed, in some cases because of the selection of the authors and their style, but most importantly because the book lacks a common solid philosophy. It feels more like a collection of disparate work than a book.

Most of the chapters feel repetitive and disconnected. They range from a generalist view of the world (typical from business schools), to detailed discussions of technical subjects (typical from industry practitioners). These two views are not balanced in each chapter (which could be a positive thing), but actually each chapter is one or the other, which creates a mixed feeling of peaks and valleys as you read the book. So overall, the book does not achieve a compelling balance for the reader and fails to leave the reader with a couple of big ideas that help her approach the "issue" of Integrated Marketing.

A closer look by chapter

I truly enjoyed the Introduction to the book and chapter 3 (The Tao of Customer Loyalty). The article is direct, clear, and strong, with great common sense. Unfortunately, most of the good things about the book stop here.

Both chapter 4 and 5 are extremely repetitive as both build on the idea of customer-brand contact points, which should be to most readers an "old" concept already. Chapter 6 has great ideas on the need to understand different communities to achieve truly viral marketing. Unfortunately, I found the authors' style very difficult to read and the chapter extremely long. Just to give you an idea, this chapter is almost 20% of the book and there are other 13 chapters. This is again something the Editors should have spotted.

Chapter 7 on Acquiring The Right Customers is extremely basic, while chapters 8 (Database Sub-segmentation), 9 (Customer Profitability), and 11 (Scoring Models) are extremely technical and address how to look and organize data to help in the marketing decision making process. Then we have chapter 10 on Decision Guidance Systems, which feels that shouldn't belong to this book.

Chapter 12 addresses how the Web has the potential to deliver and support Integrated Marketing ideas. This explanation was needed and given by many authors 3 or 4 years ago. So while true, the chapter is pretty much a laggard in its perspectives. I don't think there is anyone today that does not understand this.

Chapter 13 (An illustration of Integrated Marketing) is simply appalling. Basically the author builds a theoretical example of what IM is supposed to look like. It is simply a waste of time and effort.

And finally, Chapter 14 (Reflections on Becoming a Great Marketing Organization) has a good authoritative tone and interesting closing thoughts. Though as the closing chapter of the book, suffers the same issues as the remaining of he book: the chapter is individualistic and pretty much ignores the content from previous chapters.

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The Brand has become the organizing concept of Modern Marketing.

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Eggo won't L'eggo: Kellogg's Eggo brand combines category information and product innovation to add growth and excitement to a mature category.: An article from: Frozen Food Age

Manufacturer: Cygnus Business Media
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Binding: Digital

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This digital document is an article from Frozen Food Age, published by Cygnus Business Media on July 1, 2003. The length of the article is 469 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

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Title: Eggo won't L'eggo: Kellogg's Eggo brand combines category information and product innovation to add growth and excitement to a mature category.
Publication: Frozen Food Age (Magazine/Journal)
Date: July 1, 2003
Publisher: Cygnus Business Media
Volume: 51 Issue: 12 Page: S10(1)

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"Financial Times" Mastering Marketing
INSEAD , Kellogg , London Business School , and Wharton
Manufacturer: Financial Times Prentice Hall
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Mastering Global Business: Your Single-Source Guide to Becoming a Master of Global Business
Mastering Entrepreneurship: The Complete MBA Companion in Entrepreneurship

ASIN: 0273642227

Book Description

The ultimate book for anyone involved or believing in the marketing concept.

Gary Wilson: The Kellogg/Keebler Co. Battle Creek, Mich.: this veteran candy salesman appreciates the unique camaraderie of vending.: An article from: Automatic Merchandiser

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Gary Wilson: The Kellogg/Keebler Co. Battle Creek, Mich.: this veteran candy salesman appreciates the unique camaraderie of vending.: An article from: Automatic Merchandiser

Manufacturer: Cygnus Business Media
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Automatic Merchandiser, published by Cygnus Business Media on December 1, 2001. The length of the article is 927 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Gary Wilson: The Kellogg/Keebler Co. Battle Creek, Mich.: this veteran candy salesman appreciates the unique camaraderie of vending.
Publication: Automatic Merchandiser (Magazine/Journal)
Date: December 1, 2001
Publisher: Cygnus Business Media
Volume: 43 Issue: 12 Page: 30(2)

Distributed by Thomson Gale

Is Kellogg on the road to recovery?: An article from: Food Processing

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Is Kellogg on the road to recovery?: An article from: Food Processing
Mary Ellen Kuhn
Manufacturer: Putman Media, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Management | Management & Leadership | Business & Investing | Subjects | Books

Book Description

This digital document is an article from Food Processing, published by Putman Media, Inc. on April 1, 1999. The length of the article is 1449 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Kellogg Co's launch of a series of strategic initiatives to revive its underperforming cereal business is seen as a step in the right direction. The company's turnaround efforts are being spearheaded by new CEO Carlos M Gutierrez, who initiated a reorganization program highlighted by several senior-level management changes. Kellogg is also repositioning its products by introducing new brands, the most significant being the Ensemble line of functional foods. The new management is counting on Ensemble to get Kellogg back to profitability.

Citation Details
Title: Is Kellogg on the road to recovery?
Author: Mary Ellen Kuhn
Publication: Food Processing (Magazine/Journal)
Date: April 1, 1999
Publisher: Putman Media, Inc.
Volume: 60 Issue: 4 Page: 27(3)

Distributed by Thomson Gale

Kellogg curbs ads to kids.(MEMO FROM MFJ): An article from: Nutrition Action Healthletter

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Kellogg curbs ads to kids.(MEMO FROM MFJ): An article from: Nutrition Action Healthletter
Michael F. Jacobson
Manufacturer: Thomson Gale
ProductGroup: Book
Binding: Digital

General | Cooking, Food & Wine | Subjects | Books

Cooking, Food & Wine | Subjects | e-Docs | Formats | Books
ASIN: B000UVM5L6
Release Date: 2007-08-08

Book Description

This digital document is an article from Nutrition Action Healthletter, published by Thomson Gale on July 1, 2007. The length of the article is 566 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Kellogg curbs ads to kids.(MEMO FROM MFJ)
Author: Michael F. Jacobson
Publication: Nutrition Action Healthletter (Newsletter)
Date: July 1, 2007
Publisher: Thomson Gale
Volume: 34 Issue: 6 Page: 2(1)

Distributed by Thomson Gale

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