ALEXANDER CHERNEV is a Professor of Marketing at the Kellogg School of Management, Northwestern University. He received PhDs from Sofia University in psychology and Duke University in marketing. He has been ranked among the top ten most prolific scholars in the leading marketing journals and serves as an area editor and on the editorial boards of many leading research journals. Dr. Chernev has written numerous textbooks on the topics of marketing strategy, brand management, and behavioral science, and has worked with Fortune 500 companies to reinvent their business models, build strong brands, and gain competitive advantage.

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his Master's Degree from the University of Chicago and a PhD from MIT, both in economics. His co-authored book, Marketing Management, now in its sixteenth edition, is the world's leading textbook in marketing. Dr. Kotler has published 90 books and has received numerous awards, including 22 honorary degrees from abroad. He has consulted with major companies and has taught extensively abroad. Dr. Kotler has been a member of The Advisory Board of the Drucker Foundation and The Board of Trustees of the School of the Art Institute of Chicago.

Preface vii Acknowledgments xiii Part 1 Marketing Strategy and Tactics 1 1 Marketing in the Age of Disruption 3Alexander Chernev and Philip Kotler 2 The Fall of the Four Ps and the Rise of Strategic Marketing 19Alexander Chernev and Philip Kotler 3 The Framework for Marketing Management 33Alexander Chernev Part 2 Marketing as an Engine of Business Growth 51 4 Creating Value to Disrupt Markets 53Lakshman Krishnamurthi and Rebecca Devine 5 Customer Centricity as a Business Strategy 71Tom O'Toole 6 Emptor Cognita: Competitive Advantage through Buyer Learning 87Gregory S. Carpenter 7 Defensive Market Strategy 99Tim Calkins Part 3 Developing a Winning Marketing Strategy 115 8 Target Market Analysis: How to Identify the Right Customers 117Julie Hennessy 9 Defining Customer Segments: Four Steps for Successful Market Segmentation 131Kent Grayson 10 Crafting a Positioning Strategy: Capturing the Customer Mindshare 151Kevin McTigue Part 4 Creating Value with Brands 167 11 Building Strong Brands 169
Alexander Chernev 12 Creating a Meaningful Brand Image 189
Neal J. Roese 13 Brand Resilience: Surviving a Brand Crisis 205
Jonathan Copulsky Part 5 Crafting a Successful Communication Campaign 225 14 Managing Advertising: From Strategic Planning to Creative Review 227
Derek D. Rucker 15 Developing an Impactful Communication Campaign 247Kevin McTigue 16 Marketing in the Metaverse 261Mohan Sawhney Part 6 Designing Effective Distribution Channels 279 17 Strategic Channel Management 281Julie Hennessy and Jim Lecinski 18 Go-to-Market Omnichannel Design 305Jim Lecinski 19 Sales as Storytelling 321Craig Wortmann Part 7 Data-Driven Marketing 335 20 Leading with AI and Analytics 337Eric T. Anderson and Florian Zettelmeyer 21 Leveraging Technology to Manage the Customer Experience 351Aparna A. Labroo 22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics 367Derek D. Rucker and Aparna A. Labroo 23 Personalization: Today and Tomorrow 387Tom O'Toole Notes 405