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Mastering the Job Interview (10th edition) provides in-depth guidance on how to develop a winning interview strategy. It outlines the basic interview principles, reveals the core skill set most recruiters seek, and provides practical tips for preparing for the job interview. In addition, this book offers guidelines for writing an impactful résumé that will showcase your strengths and highlight your value proposition for the recruiting company....

Mastering the Case Interview (10th edition) offers detailed advice on how to ace the case interview. This book outlines the general principles of managing the case interview, delineates the most common types of cases, and outlines a framework for approaching each type of case. The discussion of the basic principles of case analysis is complemented by an extensive array of interview examples that includes 20 sample case discussions and 200 prac...

Customer Science examines the strategic principles that define the customer experience. Building on the recent findings in the domains of behavioral economics and social psychology, Customer Science discusses the customer experience from three different perspectives: what customers do-how they identify a problem, seek a solution, and interact with the offering, what they think and feel during this process-how they evaluate different market off...

Customer Science examines the strategic principles that define the customer experience. Building on the recent findings in the domains of behavioral economics and social psychology, Customer Science discusses the customer experience from three different perspectives: what customers do-how they identify a problem, seek a solution, and interact with the offering, what they think and feel during this process-how they evaluate different market off...

The ultimate marketing resource from the world's leading scholars From the world's #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Philip Kotler and Alexander Chernev. With hundreds of pages of brand-new material on timely topics, like creating value to disrupt markets, defensive marketing strategies, strategic customer management, building strong brands, and marketing in the metaverse, the book explore...

Strategic Marketing Management: The Framework delineates the fundamentals of marketing strategy, offers a systematic approach to marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. In addition to theory, this book offers a set of practical tools that enable managers to appl...

The Marketing Plan Handbook presents a streamlined approach to writing succinct and meaningful marketing plans. By offering a comprehensive, step-by-step method for crafting a strategically viable marketing plan, this book provides the relevant information in a concise and straight-to-the-point manner. It outlines the basic principles of writing a marketing plan and presents an overarching framework that encompasses the plan's essential compon...

In Strategic Brand Management (3rd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful valu...

The Marketing Plan Handbook (6th Edition) presents a streamlined approach to writing succinct and meaningful marketing plans. By offering a comprehensive, step-by-step method for crafting a strategically viable marketing plan, this book provides the relevant information in a concise and straight-to-the-point manner. It outlines the basic principles of writing a marketing plan and presents an overarching framework that encompasses the plan's es...

In Strategic Brand Management (3rd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful valu...

Strategic Marketing Management: The Framework delineates the fundamentals of marketing strategy, offers a systematic approach to marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. In addition to theory, this book offers a set of practical tools that enable managers to appl...

Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practic...

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Strategic Marketing Management (9th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. This book presents a comprehensive framework for developing sound marketing strategies that guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. The concepts, principles, and framewor...

Strategic Marketing Management (9th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. This book presents a comprehensive framework for developing sound marketing strategies that guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. The concepts, principles, and framewor...

In Strategic Brand Management (2nd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include designing effective brand st...

In Strategic Brand Management (2nd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include designing effective brand st...

Mastering the Job Interview (9th edition) offers detailed advice on how to develop a winning interview strategy. It outlines the basic interview principles, reveals the core skill set most recruiters seek, and provides practical tips for preparing for the job interview. In addition, this book offers guidelines for writing an impactful résumé that will showcase your strengths and highlight your value proposition for the recruiting company. The ...

Mastering the Case Interview (9th edition) offers detailed advice on how to ace the case interview. This book outlines the general principles of managing the case interview, delineates the most common types of cases, and outlines a framework for approaching each type of case. The discussion of the basic principles of case analysis is complemented by an extensive array of interview examples that includes 20 sample case discussions and 200 pract...