Marketing management / Philip Kotler.

Format:

Book

Author/Creator:

Kotler, Philip.

Contributor:

Class of 1891 Department of Arts Fund.

Series:

Prentice Hall international series in marketing

The Prentice-Hall international series in marketing

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Physical Description:

xxxii, 131 pages : illustrations ; 26 cm.

Edition:

Millennium edition.

Place of Publication:

Upper Saddle River, NJ : Prentice Hall, 1999.

Summary:

This book, worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. The author underscores the importance of computers, telecommunications, and other new technologies in improving marketing planning and performance. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.

Contents:

Part I Understanding Marketing Management

Chapter 1 Marketing in the Twenty-First Century 1

Marketing Tasks 2

Marketing Concepts and Tools 7

Company Orientations Toward the Marketplace 16

How Business and Marketing Are Changing 26

Chapter 2 Building Customer Satisfaction, Value, and Retention 33

Defining Customer Value and Satisfaction 34

The Nature of High-Performance Businesses 40

Delivering Customer Value and Satisfaction 44

Attracting and Retaining Customers 46

Customer Profitability: The Ultimate Test 54

Implementing Total Quality Management 56

Chapter 3 Winning Markets: Market-Oriented Strategic Planning 63

Corporate and Division Strategic Planning 65

Business Strategic Planning 76

The Marketing Process 84

Product Planning: The Nature and Contents of a Marketing Plan 88

Marketing Planning for the Twenty-First Century 94

Part II Analyzing Marketing Opportunities

Chapter 4 Gathering Information and Measuring Market Demand 99

The Components of a Modern Marketing Information System 100

Internal Records System 101

Marketing Intelligence System 102

Marketing Research System 103

Marketing Decision Support System 116

An Overview of Forecasting and Demand Measurement 118

Chapter 5 Scanning The Marketing Environment 135

Analyzing Needs and Trends in the Macroenvironment 136

Identifying and Responding to the Major Macroenvironment Forces 138

Chapter 6 Analyzing Consumer Markets and Buyer Behavior 159

A Model of Consumer Behavior 160

The Major Factors Influencing Buyer Behavior 161

The Buying Decision Process 176

The Stages of the Buying Decision Process 178

Chapter 7 Analyzing Business Markets and Business Buying Behavior 191

What Is Organizational Buying? 192

Participants in the Business Buying Process 196

The Purchasing-Procurement Process 201

Institutional and Government Markets 208

Chapter 8 Dealing with the Competition 217

Identifying Competitors 220

Analyzing Competitors 224

Designing the Competitive Intelligence System 228

Designing Competitive Strategies 231

Balancing Customer and Competitor Orientations 247

Chapter 9 Identifying Market Segments and Selecting Target Markets 255

Levels and Patters of Market Segmentation 256

Segmenting Consumer and Business Markets 263

Market Targeting 274

Part III Developing Marketing Strategies

Chapter 10 Positioning the Market Offering Through the Product Life Cycle 285

How to Differentiate 286

Differentiation Tools 287

Developing and Communicating a Positioning Strategy 298

Product Life-Cycle Marketing Strategies 303

Market Evolution 317

Chapter 11 Developing New Products 327

Challenges in New-Product Development 328

Effective Organizational Arrangements 331

Managing the Development Process: Ideas 335

Managing the Development Process: Concept to Strategy 337

Managing the Development Process: Development to Commercialization 343

The Consumer-Adoption Process 354

Chapter 12 Designing Global Market Offerings 365

Deciding Whether to Go Abroad 367

Deciding Which Markets to Enter 368

Deciding How to Enter the Market 374

Deciding on the Marketing Program 379

Deciding on the Marketing Organization 386

Part IV Making Marketing Decisions

Chapter 13 Managing Product Lines and Brands 393

The Product and the Product Mix 394

Product-Line Decisions 399

Brand Decisions 404

Packaging and Labeling 418

Chapter 14 Designing and Managing Services 427

The Nature of Services 428

Marketing Strategies for Service Firms 434

Managing Product Support Services 446

Chapter 15 Designing Pricing Strategies and Programs 455

Setting the Price 457

Adapting the Price 471

Initiating and Responding to Price Changes 478

Part V Managing and Delivering Marketing Programs

Chapter 16 Managing Marketing Channels 489

What Work Is Performed by Marketing Channels? 490

Channel-Design Decisions 494

Channel-Management Decisions 499

Channel Dynamics 505

Chapter 17 Managing Retailing, Wholesaling, and Market Logistics 519

Retailing 520

Wholesaling 532

Market Logistics 536

Chapter 18 Managing Integrated Marketing Communications 549

The Communication Process 550

Developing Effective Communications 552

Deciding on the Marketing Communications Mix 563

Managing and Coordinating Integrated Marketing Communications 568

Chapter 19 Managing Advertising, Sales Promotion, Public Relations 577

Developing and Managing an Advertising Program 578

Deciding on Media and Measuring Effectiveness 586

Sales Promotion 597

Public Relations 605

Chapter 20 Managing the Sales Force 619

Designing a Sales Force 620

Managing the Sales Force 626

Principles of Personal Selling 635

Chapter 21 Managing Direct and On-Line Marketing 649

The Growth and Benefits of Direct Marketing 650

Customer Databases and Indirect Marketing 652

Major Channels for Direct Marketing 656

Marketing in the Twenty-First Century: Electronic Commerce 663

Public and Ethical Issues in Direct Marketing 672

Chapter 22 Managing the Total Marketing Effort 679

Trends in Company Organization 680

Marketing Organization 680

Marketing Implementation 695

Evaluation and Control 696.

Notes:

Includes bibliographical references and indexes.

Local Notes:

Acquired for the Penn Libraries with assistance from the Class of 1891 Department of Arts Fund.

ISBN:

0130122173

OCLC:

59449449