This book has benefited from the wisdom of many of our current and former colleagues at the Kellogg School of Management at Northwestern 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 previous 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 practical 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.

—Alexander Chernev

Philip Kotler