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Kellogg School scholars are continuously publishing compelling,
often industry-defining, research across a number of disciplines.
The Kellogg marketing department has been especially influential,
responsible for some of the most important early texts in
marketing and advertising, as well as recent benchmarks. Combining
a breadth of expertise that draws upon such fields as psychology,
anthropology, economics and statistics, among others, the
Kellogg marketing department is one of the most eclectic and
rigorous of its kind — and its research reflects this
fact. Epitomizing a dynamic, holistic approach to marketing,
Kellogg faculty from many departments contribute insights
of value for marketers and their peers. Here are just a few
examples. Many more may be found on the Kellogg Web site at
the Emporium.
Marketing
Management by Philip Kotler. Now in its 11th edition, this
is considered by many to be the definitive marketing text. Kotler
has built a legendary reputation as a marketing guru, having
written more than 20 books, and this worldwide best-seller showcases
a wealth of his strategic insights. Marketing Management highlights
the most recent trends and developments in global marketing
— with an emphasis on the importance of teamwork between
marketing and all other functions of a firm. It introduces new
perspectives in successful strategic market planning, and presents
additional company examples of creative, market-focused, and
customer-driven action.
The
Market Makers: How Leading Companies Create and Win Markets,
by Daniel Spulber. An economist by training, Spulber is a
management and strategy expert who has conducted extensive
research in the arena of international business. In this text,
Spulber reveals the strategies of leading companies —
or “market makers.” Emphasizing the importance
of product quality and pricing, the book also highlights innovation
and customer service as essential elements for success.
Supply
Chain Management by Sunil Chopra and Peter Meindl. This
text won Book of the Year honors from the Institute for Industrial
Engineers — a tough crowd to impress. Chopra is an operations
management thought leader whose insights into supply chains
hold great relevance for marketers who understand the importance
of inventory, transportation, information and facilities in
a firm’s strategic planning. This text explores the
crucial role of the supply chain, key managerial concepts
in supply chain management, and the tools and techniques for
supply chain design and planning.
Economics
of Strategy by David Besanko, David Dranove and Mark
Shanley. Now in its second edition, this text integrates insights
from the theory of the firm, industrial organization and strategy
research. Besanko and Dranove, both experts in manage- ment
and strategy, detail the external market environments of firms,
as well as their internal organization. Now used by most major
business schools as the textbook for strategy, the book presents
a strong theoretical and empirical foundation that employs
real-world issues and generous case studies.
—MG |
