| dc.description.abstract | T his book has benefited from the wisdom of many of our current and
former colleagues at the Kellogg School of Management at North-
western University: Chethana Achar, Nidhi Agrawal, Jim Anderson,
Robert Blattberg, Ulf Böckenholt, Galen Bodenhausen, Miguel Brendl,
Moran Cerf, Yuxin Chen, Anne Coughlan, Patrick Duparcq, David Gal, Kelly
Goldsmith, Sachin Gupta, Karsten Hansen, Dipak Jain, Ata Jami, Robert
Kozinets, Angela Lee, Eric Leininger, Sidney Levy, Michal Maimaran,
Eyal Maoz, Blake McShane, Vikas Mittal, Ilya Morozov, Vincent Nijs, John
Sherry, Jr., Louis Stern, Brian Sternthal, Jacob Teeny, Artem Timoshenko,
Rima Touré-Tillery, Anna Tuchman, Caio Waisman, Rick Wilson, Song
Yao, Philip Zerrillo, and Andris Zoltners. Special thanks are due to Bobby
Calder, Dawn Iacobucci, and Alice Tybout, who served as editors of the pre -
vious editions of Kellogg on Marketing.
Several people warrant special mention for the key roles they played in the
writing of this book. Joanne Freeman and the team at Cape Cod Compositors
did an outstanding job of relentlessly editing this text. They provided prac-
tical feedback and insightful suggestions that helped shape and streamline
the content of this book. We would also like to thank the Wiley team, and in
particular, our managing editor, Deborah Schindlar. Special thanks are also
due to Richard Narramore, the executive editor at Wiley, for encouraging us
to undertake this project and for supporting us throughout the entire process. | vi |
