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Catalogue complet

Kimbell J: Kellogg's Pringles. A
Strategic Approach to Global Marketing

Kellogg's Pringles. A Strategic Approach to Global Marketing Success

Fifteen principle-based strategies that separate digital marketing leaders from algorithmic sameness When AI has commoditized "good enough" marketing and every competitor uses the same tools, strategic clarity becomes the differentiator. In The Digital 15: Immutable Principles Every Marketer Must Know, Chris Aarons, Wall Street Journal bestselling author and UT Austin marketing professor, delivers fifteen battle-tested principles drawn from 25-plus years transforming brands like Amazon, Cisco, and Coca-Cola. Rooted in human psychology and behavioral insights, The Digital 15 provides a principle-based operating system that transcends platform changes and algorithm updates. Each principle is supported by real-world case studies from category-defining brands including Liquid Death, Oatly, British Airways, and Wendy's, plus actionable tools such as the Digital 15 Implementation Canvas and competitive positioning frameworks. Readers will also find: <ul> <li>Customer journey mapping tools and alignment checklists that transform strategic principles into consistent daily marketing execution</li> <li>Frameworks for creating content so valuable that audiences would willingly pay for it, building lasting brand authority</li> <li>Guidance on establishing the right brand identity before launching any digital initiative or campaign</li> <li>Real-world case studies showing how category-defining brands built sustainable competitive advantage through principle-driven marketing</li> <li>A strategic operating system designed to outlast short-lived algorithmic trends and platform-specific tactical playbooks</li> </ul> Written for startup founders, corporate executives, and marketing professionals seeking more than marginal improvements, The Digital 15 provides the strategic foundation to build marketing that earns attention, drives engagement, and creates sustainable competitive advantage beyond algorithmic trends and tactical playbooks.

The 15 Essential Marketing Principles to Outthink, Outmaneuver, and Outlast Your Competition

Outbrand

Gain the understanding you need to think and act like a marketer the most current principles of marketing resource -- Pride/Ferrell's FOUNDATIONS OF MARKETING 9E with MindTap. This edition blends marketing fundamentals with discussions of the latest topics and trends reshaping marketing. You'll examine the power of market research, analytics, and the impact of artificial intelligence while introducing social media, digital marketing, ethics, globalization, and marketing technology interface. Updated intriguing visuals, timely content, real cases, and fascinating videos work with the engaging presentation to put principles into practice in today's fast-paced business world. MindTap, today's leading digital platform helps you reinforce concepts to learn, apply, and study them in interactive marketing scenarios to build confidence and elevate performance.

Gain the understanding you need to think and act like a marketer the most current principles of marketing resource -- Pride/Ferrell’s FOUNDATIONS OF MARKETING 9E with MindTap.  This edition blends marketing fundamentals with discussions of the latest topics and trends reshaping marketing.  You'll examine the power of market research, analytics, and the impact of artificial intelligence while introducing social media, digital marketing, ethics, globalization, and marketing technology interface. Updated intriguing visuals, timely content, real cases, and fascinating videos work with the engaging presentation to put principles into practice in today's fast-paced business world. MindTap, today's leading digital platform helps you reinforce concepts to learn, apply, and study them in interactive marketing scenarios to build confidence and elevate performance.

Foundations of Marketing

This highly accessible fifth edition continues to open windows to the world of marketing, with cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage them to relate theory to practice.

This highly accessible fifth edition continues to open windows to the world of marketing, with cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage them to relate theory to practice.

An Introduction

Marketing

Like a powerful magnet, the concepts outlined in Marketing Management: A Strategic Framework and Tools for Success can be used to attract new customers and bring existing customers closer to your brand. The authors balance academic insight with practical application to emphasize the strategic process and the fundamental tools required to deliver effective marketing management.


This book is divided into two distinct sections. The first section introduces core concepts and examines the three stages of the Strategic Marketing Framework: situation analysis, strategy formulation, and marketing execution. The second section of the book is comprised of Notes to highlight tools related to customer assessment, competitive practices, and marketing mix tactics that support the stages of strategic marketing.


Designed to give readers a proven framework and help them develop essential skillsets, Marketing Management is an indispensable guide for marketing students and professionals.
 
Dawn Edmiston is the clinical professor of marketing at William &amp; Mary's Raymond A. Mason School of Business. She holds doctorates in management and education from the University of Maryland and William &amp; Mary, respectively.
 
Todd Mooradian is the dean of the University of Louisville College of Business. He holds a doctorate in marketing from the University of Massachusetts.
 
Kurt Matzler is the professor of strategic management at the University of Innsbruck and academic director of the Executive MBA program at MCI in Innsbruck. He holds a doctorate from Leopold-Franzens Universität Innsbruck.
 
Lawrence Ring is the Executive MBA Alumni Professor of Executive Education Emeritus at William &amp; Mary's Raymond A. Mason School of Business. He holds a doctorate in industrial administration from Purdue University.

A Strategic Framework and Tools for Success

Marketing Management

Marketing Strategy &amp; Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models.

Marketing Strategy &amp; Management&nbsp;provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models.

Marketing Strategy & Management

This book responds to contemporary calls for new ways of managing businesses with practitioner-oriented discourses on topical issues like business environments and how modern businesses can thrive in same

This book responds to contemporary calls for new ways of managing businesses with practitioner-oriented discourses on topical issues like business environments and how modern businesses can thrive in same

An Introduction for Managers and Business Professionals

Business Administration

Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management, David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop capabilities in key strategic marketing tasks, achieve high-quality decision making, and drive long-term profitable growth. Extensively revised and updated, the twelfth edition of Strategic Market Management offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors' experiences with leading companies. New real-world examples and stronger frameworks, including cutting-edge approaches for environmental analysis, offering market selection, and target market selection. New "digital marketing strategy" topics-including the metaverse, algorithmic bias, augmented reality, influencers, and gamification-are integrated throughout the book. Strategic Market Management, Twelfth Edition, is an excellent textbook for courses at all levels that seek a strategic view of marketing, such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. It is also a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives wanting to improve their marketing strategy development and planning processes or looking for a timely overview of recent issues, frameworks, and tools.

Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets

In Strategic Market Management, David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop capabilities in key strategic marketing tasks, achieve high-quality decision making, and drive long-term profitable growth.

Extensively revised and updated, the twelfth edition of Strategic Market Management offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors' experiences with leading companies. New real-world examples and stronger frameworks, including cutting-edge approaches for environmental analysis, offering market selection, and target market selection. New "digital marketing strategy" topics--including the metaverse, algorithmic bias, augmented reality, influencers, and gamification--are integrated throughout the book.

Strategic Market Management, Twelfth Edition, is an excellent textbook for courses at all levels that seek a strategic view of marketing, such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. It is also a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives wanting to improve their marketing strategy development and planning processes or looking for a timely overview of recent issues, frameworks, and tools.

Strategic Market Management

THE ESSENTIAL WEB3 MARKETING BOOK For a limited time, claim an NFT with a copy of your book! Web3 Marketing: A Handbook for the Next Internet Revolution&nbsp;is the essential book for anyone looking to understand the next era of the internet and start building. Beyond the sensational hype and headlines around crypto and NFTs, a real revolution is taking place: new technologies for owning, moving, and organizing value spell the overdue end of an internet where a few huge companies hoard data and power, and open a new frontier for products, services, and applications in which ownership and control belongs to creators, builders, and users. As former CMO of ConsenSys then Founder and CEO of top web3 marketing firm Serotonin-Amanda Cassatt is in a unique position to tell this story, and delivers a remarkably clear, nontechnical guide to the history, key concepts, and still-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested approaches to marketing and brand-building, including how to build a Web3 community. This book is a must-read for professionals at any level in their Web3 careers-already working or investing in Web3, exploring what it means for their business, or considering a jump into something new-and for anyone who wants to understand the next internet revolution.

THE ESSENTIAL WEB3 MARKETING BOOK

For a limited time, claim an NFT with a copy of your book!

Web3 Marketing: A Handbook for the Next Internet Revolution is the essential book for anyone looking to understand the next era of the internet and start building. Beyond the sensational hype and headlines around crypto and NFTs, a real revolution is taking place: new technologies for owning, moving, and organizing value spell the overdue end of an internet where a few huge companies hoard data and power, and open a new frontier for products, services, and applications in which ownership and control belongs to creators, builders, and users.

As former CMO of ConsenSys then Founder and CEO of top web3 marketing firm Serotonin--Amanda Cassatt is in a unique position to tell this story, and delivers a remarkably clear, nontechnical guide to the history, key concepts, and still-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested approaches to marketing and brand-building, including how to build a Web3 community. This book is a must-read for professionals at any level in their Web3 careers--already working or investing in Web3, exploring what it means for their business, or considering a jump into something new--and for anyone who wants to understand the next internet revolution.

A Handbook for the Next Internet Revolution

Web3 Marketing

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

Case Study from the year 2024 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, , language: English, abstract: This paper extensively studies Kellogg's Pringles, a leading brand in the snack industry. It sets the stage with an introduction to marketing management, and it discusses Kellogg's acquisition of Pringles, which is later followed by a company overview that encompasses the firm's history, products, and market position. The SWOT analysis indicates Pringles' strengths, weaknesses, opportunities and threats, such as brand identity, worldwide presence and competitive arena. Moreover, the PESTEL analysis looks into the external forces affecting Pringles' operations, such as regulatory, economic, and technological factors. This study delved into Pringles' marketing strategy, focusing on utilizing the marketing mix elements: product, price, promotion, and distribution. Through an in-depth analysis, the research focused on how Pringles is positioned within the snack food industry and, more importantly, how it creates and maintains its competitive advantage. 

Joeleen Kimbell

PRAISE FOR TIME'S UP! "There are few thought leaders who have had more impact on professional firms than Dunn and Baker. They have a rare ability to 'see around corners' which is gifted to readers of this timely book that describes how a professional firm of the future will be able to successfully harness the full power of the subscription business model to create, and most importantly, deliver and capture customer value. This book is a must-read for anyone who has an interest in what the future holds for professional firms." -RIC PAYNE, Co-founder and CEO of Results Accountants' Systems and Principa "I first came across Dunn and Baker in 1999 when I was running my accounting firm. Their insights into pricing changed my life in extraordinary ways. They have always been at the leading edge and envisaging the future of the accounting profession, and this book is no different. This book reveals an exciting business model for any accounting firm that wants to put their customer at the heart of their firm." -MARK WICKERSHAM, FCA, Author, Public Speaker, and Founder of the Value Pricing Academy "In their first book, The Firm of the Future, Paul and Ron lead the revolution for professional firms against hourly billing and into a more effective way to serve your customers using the value-based business model. As an accountant running a firm, I look at Time's Up! as the roadmap to take my firm into the future. Tracking time and focusing on inputs is the traditional business model that our profession is mired in. Dunn and Baker lay out the case for the business model we should all be implementing now, which is the subscription or membership model; to allow our customers the most frictionless way to interact with our firm, the same way they are used to interacting with many of the products and services available to the market. I have been totally inspired to transform my practice into this model and put my customer's relationship front and center!" -HECTOR GARCIA, CPA @QBKaccounting "My top shelf in my library has a new member, Time's Up! by Dunn and Baker. Some books are merely informative and some are insightful. Dunn and Baker's latest is transformational. Just as the Joy of Cooking changed the relationship people have with food, Time's Up! has the same possibility for any and all professionals. The book is a journey from hourly billing through value pricing and now to subscriptions. Changing business models should be embraced by all leaders. Dunn and Baker have hit another home run with Time's Up! Leaders are readers they say. Change agents are also authors." -DANIEL D. MORRIS, CPA, Chief Dragon Slayer, Morris + D'Angelo CPAs

Put values--and value--over volume with a professional services subscription model

Professional firms are built on relationships. But you wouldn't know it by observing their predominant business model -- a model centered on selling transactions and inputs, not outcomes that deepen and strengthen relationships.

Time's Up! offers you a guide to building a more valuable firm, one where relationships and lifetime customer value are at the center of how you create and capture value. You'll learn how to:
* Create customer lifetime values that far exceed acquisition and retention costs
* Move customer relationships to the center of your firm
* Leverage the collective knowledge of your customers
* Elevate customers from where they are to their desired future by providing transformations, where the customer is the product.

Only uncommon offerings command uncommon prices. Time's Up! introduces you to a revolutionary new business model that transforms your firm, your teams and your results with the customer right at the center of the process.

The Subscription Business Model for Professional Firms

Time's Up!

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

As marketing scholars, it is important to advocate for a return to the foundational principles of marketing with an approach that emphasizes the relevance and relationship of marketing research with industry while maintaining academic rigor. By doing so, we ensure our research remains impactful and addresses the practical needs of marketers, as well as contributing to the advancement of marketing knowledge. This conference proceedings focuses on re-visiting the foundational principles, history, and core purpose of marketing as a discipline and making marketing more meaningful. Featuring full papers presented at the 2025 Academy of Marketing Science Annual Conference, held in Montreal, QC, Canada, this book offers research, theories, methodologies, and case studies that align the foundations of marketing research with pressing societal needs and global challenges to demonstrate marketing research's continued relevance and its societal and social impact. Featuring topics such as human-AI interaction, consumer experience, sensory marketing communications, sustainability, diversity, equity, and inclusion (DEI), influencer marketing, AI in advertising, social and multi media, emerging technologies, among others, this book is a useful reference for marketing researchers, scholars, students, and policymakers.&nbsp;
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

As marketing scholars, it is important to advocate for a return to the foundational principles of marketing with an approach that emphasizes the relevance and relationship of marketing research with industry while maintaining academic rigor. By doing so, we ensure our research remains impactful and addresses the practical needs of marketers, as well as contributing to the advancement of marketing knowledge. This conference proceedings focuses on re-visiting the foundational principles, history, and core purpose of marketing as a discipline and making marketing more meaningful. Featuring full papers presented at the 2025 Academy of Marketing Science Annual Conference, held in Montreal, QC, Canada, this book offers research, theories, methodologies, and case studies that align the foundations of marketing research with pressing societal needs and global challenges to demonstrate marketing research's continued relevance and its societal and social impact. Featuring topics such as human-AI interaction, consumer experience, sensory marketing communications, sustainability, diversity, equity, and inclusion (DEI), influencer marketing, AI in advertising, social and multi media, emerging technologies, among others, this book is a useful reference for marketing researchers, scholars, students, and policymakers.&nbsp;
 Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the 
 Journal of the Academy of Marketing Science 
 (JAMS) and 
 AMS Review
 .

Proceedings of the 2025 AMS Annual Conference, Montreal, Quebec, Canada, May 21-23

Going Back to the Roots of Marketing

Kellogg's Pringles. A Strategic Approach to Global Marketing Success

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