Combining cutting-edge research with real-world insight, expert authors-the marketing faculty at the Kellogg School of Management-outline the fundamental marketing concepts and show how the practical application of these concepts can help companies gain and sustain market position. Centered around customer centricity and value creation, the ideas presented in this book can help managers design bestselling products and services, develop impactful communication campaigns, and create effective distribution channels. Specifically, Kellogg on Marketing covers the following topics: How to align marketing strategy with tactical activities, How to create a customer-centric and market-driving organization, How to develop winning marketing strategies, How to build strong brands, How to craft successful communication campaigns, How to design effective distribution channels, How to use data analytics and Al to create market value Kellogg on Marketing is the essential reference for everyone seeking to achieve market success: from entrepreneurs to managers working in large companies, from junior marketers to senior executives, from engineers designing a company's next offerings to creative teams developing the communication campaign promoting these offerings. Whether you are new to marketing or an experienced marketer, Kellogg on Marketing can deepen your knowledge by offering strategic insights as well as practical illustrations of how to design actionable marketing programs that create value for your target customers in a way that benefits your company and collaborators.