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Marketing Management, Thirteenth Edition

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Defining Marketing for the 21st Century

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Marketing Management, Thirteenth Edition

by Philip Kotler; Kevin Lane Keller

Publisher: Prentice Hall

Copyright Year: 2009

Publishing Date: 2008/02/25

eText ISBN-10: 0-13-601008-3

eText ISBN-13: 978-0-13-601008-1

Print ISBN-10: 0-13-600998-0

Print ISBN-13: 978-0-13-600998-6

Course: Marketing Management

Pages: 816

eTextbook $95.33

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Table of Contents | Description

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ABOUT THIS TITLE - TABLE OF CONTENTS

About the Authors, v

Pearson One, xxviii

Acknowledgments, xxxvii

Part 1. Understanding Marketing Management, 2

Chapter 1. Defining Marketing for the 21st Century, 3

The Importance of Marketing, 4

The Scope of Marketing, 5

What Is Marketing?, 5

What Is Marketed?, 6

Who Markets?, 7

Marketing in Practice, 10

Core Marketing Concepts, 12

Needs, Wants, and Demands, 12

Target Markets, Positioning, and Segmentation, 13

Offerings and Brands, 13

Value and Satisfaction, 13

Marketing Channels, 14

Supply Chain, 14

Competition, 14

Marketing Environment, 14

The New Marketing Realities, 15

Major Societal Forces, 15

New Consumer Capabilities, 16

New Company Capabilities, 17

Company Orientation toward the Marketplace, 18

The Production Concept, 18

The Product Concept, 18

The Selling Concept, 19

The Marketing Concept, 19

The Holistic Marketing Concept, 19

Marketing Memo: Marketing Right and Wrong, 20

Relationship Marketing, 20

Breakthrough Marketing: Nike, 21

Integrated Marketing, 22

Internal Marketing, 24

Performance Marketing, 26

Marketing Management Tasks, 28

Developing Marketing Strategies and Plans, 28

Capturing Marketing Insights, 28

Marketing Memo: Marketers’ Frequently Asked Questions, 29

Connecting with Customers, 29

Building Strong Brands, 29

Shaping the Market Offerings, 29

Delivering Value, 29

Communicating Value, 30

Creating Long-Term Growth, 30

Applications, 31

Chapter 2. Developing Marketing Strategies and Plans, 32

Marketing and Customer Value, 34

The Value Delivery Process, 34

The Value Chain, 35

Core Competencies, 36

A Holistic Marketing Orientation and Customer Value, 38

The Central Role of Strategic Planning, 39

Breakthrough Marketing: Intel, 40

Corporate and Division Strategic Planning, 41

Defining the Corporate Mission, 41

Establishing Strategic Business Units, 43

Assigning Resources to Each SBU25, 44

Assessing Growth Opportunities, 44

Organization and Organizational Culture, 47

Marketing Innovation, 47

Business Unit Strategic Planning, 48

The Business Mission, 48

SWOT Analysis, 49

Marketing Insight: Creating Innovative Marketing, 49

Goal Formulation, 52

Marketing Memo: Checklist for Performing Strengths/Weaknesses Analysis, 53

Strategic Formulation, 53

Program Formulation and Implementation, 55

Marketing Insight: Marketing’s Contribution to Shareholder Value, 56

Feedback and Control, 56

Product Planning: The Nature and Contents of a Marketing Plan, 56

Marketing Memo: Marketing Plan Criteria, 57

Applications, 63

Part 2. Capturing Marketing Insights, 64

Chapter 3. Gathering Information and Scanning the Environment, 65

Components of a Modern Marketing Information System, 66

Internal Records and Marketing Intelligence, 67

The Order-to-Payment Cycle, 67

Sales Information Systems, 68

Databases, Data Warehousing, and Data Mining, 68

The Marketing Intelligence System, 69

Marketing Insight: The Big Dig, 70

Marketing Memo: Clicking on the Competition, 72

Analyzing the Macroenvironment, 72

Needs and Trends, 72

Marketing Memo: Trends Shaping the Business Landscape, 73

Identifying the Major Forces, 74

Breakthrough Marketing: Google, 75

The Demographic Environment, 75

Worldwide Population Growth, 75

Population Age Mix, 76

Marketing Insight: Friends for Life, 76

Ethnic and Other Markets, 77

Educational Groups, 78

Household Patterns, 78

Geographical Shifts in Population, 78

Other Major Macroenvironments, 79

Economic Environment, 79

Social-Cultural Environment, 80

Natural Environment, 82

Marketing Insight: Green Marketing, 83

Technological Environment, 84

Political-Legal Environment, 86

Applications, 87

Chapter 4. Conducting Marketing Research and Forecasting Demand, 88

The Marketing Research System, 90

The Marketing Research Process, 91

Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives, 91

Step 2: Develop the Research Plan, 92

Marketing Insight: Conducting Informative Focus Groups, 95

Marketing Memo: Questionnaire Dos and Don’ts, 96

Marketing Insight: Getting into Consumers’ Heads with Qualitative Research, 98

Marketing Insight: Understanding Brain Science, 99

Step 3: Collect the Information, 101

Marketing Memo: Pros and Cons of Online Research, 102

Step 4: Analyze the Information, 102

Step 5: Present the Findings, 103

Step 6: Make the Decision, 103

Overcoming Barriers to the Use of Marketing Research, 103

Breakthrough Marketing: IDEO, 105

Measuring Marketing Productivity, 106

Marketing Metrics, 106

Marketing-Mix Modeling, 106

Marketing Dashboards, 107

Marketing Insight: Marketing Dashboards to Improve Effectiveness and Efficiency, 108

Forecasting and Demand Measurement, 109

The Measures of Market Demand, 110

A Vocabulary for Demand Measurement, 111

Estimating Current Demand, 113

Estimating Future Demand, 115

Applications, 117

Part 3. Connecting with Customers, 118

Chapter 5. Creating Customer Value, Satisfaction, and Loyalty, 119

Building Customer Value, Satisfaction, and Loyalty, 120

Customer Perceived Value, 121

Total Customer Satisfaction, 124

Monitoring Satisfaction, 125

Marketing Insight: Net Promoter and Customer Satisfaction, 127

Product and Service Quality, 129

Maximizing Customer Lifetime Value, 130

Customer Profitability, 130

Measuring Customer Lifetime Value, 132

Marketing Memo: Calculating Customer Lifetime Value, 132

Cultivating Customer Relationships, 133

Customer Relationship Management, 133

Marketing Insight: Company Response to Customer Empowerment, 134

Attracting and Retaining Customers, 136

Building Loyalty, 138

Marketing Memo: Creating Customer Evangelists, 139

Customer Databases and Database Marketing, 142

Customer Databases, 143

Data Warehouses and Datamining, 143

Breakthrough Marketing: Tesco, 144

The Downside of Database Marketing and CRM, 145

Applications, 147

Chapter 6. Analyzing Consumer Markets, 148

What Influences Consumer Behavior?, 150

Cultural Factors, 150

Marketing Insight: The Future of American Hyperconsumption, 152

Marketing Insight: Marketing to Cultural Market Segments, 153

Social Factors, 154

Personal Factors, 156

Marketing Memo: The Average U.S. Consumer Quiz, 157

Key Psychological Processes, 160

Breakthrough Marketing: IKEA, 161

Motivation: Freud, Maslow, Herzberg, 161

Perception, 163

The Buying Decision Process: The Five-Stage Model, 167

Problem Recognition, 168

Information Search, 168

Evaluation of Alternatives, 169

Purchase Decision, 172

Postpurchase Behavior, 173

Other Theories of Consumer Decision Making, 174

Level of Consumer Involvement, 174

Decision Heuristics and Biases, 175

Marketing Insight: How Consumers Really Make Decisions, 176

Marketing Memo: Decision Traps, 177

Mental Accounting, 177

Profiling the Customer Buying-Decision Process, 178

Applications, 179

Chapter 7. Analyzing Business Markets, 180

What Is Organizational Buying?, 182

The Business Market versus the Consumer Market, 182

Marketing Insight: Big Sales to Small Business, 184

Buying Situations, 185

Systems Buying and Selling, 186

Marketing Memo: Maximizing Customer References, 187

Participants in the Business Buying Process, 188

The Buying Center, 188

Buying Center Influences, 188

Buying Center Targeting, 190

The Purchasing/Procurement Process, 191

Purchasing Department Perceptions, 191

Purchasing Organization and Administration, 192

Stages in the Buying Process, 192

Problem Recognition, 193

General Need Description and Product Specification, 193

Supplier Search, 193

Proposal Solicitation, 194

Supplier Selection, 194

Marketing Memo: Developing Compelling Customer Value Propositions, 196

Order-Routine Specification, 197

Performance Review, 198

Managing Business-to-Business Customer Relationships, 198

The Benefits of Vertical Coordination, 198

Breakthrough Marketing: General Electric, 199

Marketing Insight: Establishing Corporate Trust and Credibility, 200

Business Relationships: Risks and Opportunism, 201

Institutional and Government Markets, 202

Marketing Memo: Selling Tech to the Government, 204

Applications, 205

Chapter 8. Identifying Market Segments and Targets, 206

Levels of Market Segmentation, 208

Segment Marketing, 208

Niche Marketing, 209

Local Marketing, 210

Individual Marketing, 210

Marketing Insight: Chasing the Long Tail, 211

Breakthrough Marketing: HSBC, 212

Bases for Segmenting Consumer Markets, 213

Geographic Segmentation, 213

Demographic Segmentation, 215

Marketing Insight: Trading Up (and Down): The New Consumer, 219

Marketing Insight: Marketing to Generation Y, 220

Marketing Memo: Cheat Sheet for 20-Somethings, 221

Psychographic Segmentation, 221

Behavioral Segmentation, 223

Bases for Segmenting Business Markets, 226

Market Targeting, 227

Effective Segmentation Criteria, 227

Evaluating and Selecting the Market Segments, 228

Additional Considerations, 230

Applications, 233

Part 4. Building Strong Brands, 234

Chapter 9. Creating Brand Equity, 235

What Is Brand Equity?, 236

The Role of Brands, 237

The Scope of Branding, 238

Defining Brand Equity, 238

Breakthrough Marketing: Procter & Gamble, 239

Marketing Insight: Brand Cooking with Jamie Oliver, 240

Brand Equity as a Bridge, 242

Brand Equity Models, 243

Building Brand Equity, 245

Choosing Brand Elements, 246

Designing Holistic Marketing Activities, 247

Leveraging Secondary Associations, 250

Measuring Brand Equity, 251

Marketing Insight: The Brand Value Chain, 252

Brand Valuation, 253

Managing Brand Equity, 253

Brand Reinforcement, 253

Marketing Insight: What Is a Brand Worth?, 254

Brand Revitalization, 255

Devising a Branding Strategy, 256

Branding Decisions, 257

Brand Extensions, 258

Brand Portfolios, 261

Customer Equity, 263

Marketing Memo: Twenty-First-Century Branding, 263

Applications, 265

Chapter 10. Crafting the Brand Positioning, 266

Developing and Communicating a Positioning Strategy, 268

Competitive Frame of Reference, 269

Points-of-Difference and Points-of-Parity, 269

Breakthrough Marketing: UPS, 270

Establishing Category Membership, 271

Choosing POPs and PODs, 274

Creating POPs and PODs, 274

Marketing Memo: Writing a Positioning Statement, 275

Differentiation Strategies, 276

Marketing Memo: How to Derive Fresh Consumer Insights to Differentiate Products and Services, 277

Product Life-Cycle Marketing Strategies, 278

Product Life Cycles, 278

Style, Fashion, and Fad Life Cycles, 279

Marketing Strategies: Introduction Stage and the Pioneer Advantage, 280

Marketing Strategies: Growth Stage, 282

Marketing Strategies: Maturity Stage, 283

Marketing Insight: Competitive Category Dynamics, 284

Marketing Strategies: Decline Stage, 286

Evidence on the Product Life-Cycle Concept, 287

Critique of the Product Life-Cycle Concept, 287

Market Evolution, 288

Marketing Memo: How to Build a Breakaway Brand, 289

Applications, 291

Chapter 11. Dealing with Competition, 292

Competitive Forces, 294

Identifying Competitors, 295

Analyzing Competitors, 296

Strategies, 296

Marketing Insight: High Growth Through Value Innovation, 297

Objectives, 297

Strengths and Weaknesses, 299

Selecting Competitors, 299

Marketing Memo: Benchmarking to Improve Competitive Performance, 300

Selecting Customers, 300

Competitive Strategies for Market Leaders, 301

Breakthrough Marketing: Accenture, 302

Marketing Insight: When Your Competitor Delivers More for Less, 303

Expanding the Total Market, 303

Defending Market Share, 305

Expanding Market Share, 307

Other Competitive Strategies, 308

Market-Challenger Strategies, 308

Market-Follower Strategies, 310

Marketing Memo: Making Smaller Better, 311

Market-Nicher Strategies, 312

Marketing Memo: Niche Specialist Roles, 313

Balancing Customer and Competitor Orientations, 314

Competitor-Centered Companies, 314

Customer-Centered Companies, 314

Applications, 315

Part 5. Shaping the Market Offerings, 316

Chapter 12. Setting Product Strategy, 317

Product Characteristics and Classifications, 318

Product Levels: The Customer-Value Hierarchy, 318

Marketing Insight: Metamarkets and Metamediaries, 319

Product Classifications, 319

Differentiation, 321

Product Differentiation, 321

Breakthrough Marketing: Toyota, 324

Services Differentiation, 326

Product and Brand Relationships, 328

The Product Hierarchy, 328

Product Systems and Mixes, 328

Product-Line Analysis, 329

Product-Line Length, 331

Marketing Insight: When Less Is More, 332

Product-Mix Pricing, 335

Co-Branding and Ingredient Branding, 337

Marketing Memo: Making Ingredient Branding Work, 339

Packaging, Labeling, Warranties, and Guarantees, 339

Warranties and Guarantees, 341

Applications, 343

Chapter 13. Designing and Managing Services, 344

The Nature of Services, 346

Service Industries Are Everywhere, 346

Categories of Service Mix, 347

Distinctive Characteristics of Services, 349

Marketing Strategies for Service Firms, 352

A Shifting Customer Relationship, 352

Marketing Memo: Recommendations for Improving Service Quality, 353

Breakthrough Marketing: Southwest Airlines, 355

Holistic Marketing for Services, 356

Managing Service Quality, 359

Customer Expectations, 359

Marketing Insight: The Role of Expectations in Service- Quality Perceptions, 361

Marketing Memo: Assessing E-Service Quality, 362

Best Practices of Service-Quality Management, 362

Marketing Insight: Developing Customer Interface Systems, 364

Managing Service Brands, 367

Differentiating Services, 367

Developing Brand Strategies for Services, 368

Managing Product-Support Services, 370

Identifying and Satisfying Customer Needs, 370

Postsale Service Strategy, 371

Applications, 373

Chapter 14. Developing Pricing Strategies and Programs, 374

Understanding Pricing, 376

A Changing Pricing Environment, 376

How Companies Price, 377

Marketing Insight: Giving It All Away, 378

Consumer Psychology and Pricing, 379

Setting the Price, 383

Step 1: Selecting the Pricing Objective, 383

Step 2: Determining Demand, 385

Step 3: Estimating Costs, 388

Step 4: Analyzing Competitors’ Costs, Prices, and Offers, 389

Step 5: Selecting a Pricing Method, 390

Breakthrough Marketing: eBay, 394

Step 6: Selecting the Final Price, 395

Marketing Insight: Stealth Price Increases, 396

Adapting the Price, 397

Geographical Pricing (Cash, Countertrade, Barter), 397

Price Discounts and Allowances, 398

Promotional Pricing, 399

Differentiated Pricing, 400

Initiating and Responding to Price Changes, 402

Initiating Price Cuts, 402

Initiating Price Increases, 403

Responding to Competitors’ Price Changes, 404

Marketing Memo: How to Fight Low-Cost Rivals, 405

Applications, 407

Part 6. Delivering Value, 408

Chapter 15. Designing and Managing Integrated Marketing Channels, 409

Marketing Channels and Value Networks, 410

The Importance of Channels, 410

Channel Development, 411

Hybrid Channels, 412

Understanding Customer Needs, 413

Value Networks, 414

The Role of Marketing Channels, 414

Channel Functions and Flows, 415

Channel Levels, 416

Service Sector Channels, 417

Channel-Design Decisions, 417

Analyzing Customers’ Desired Service Output Levels, 417

Establishing Objectives and Constraints, 418

Identifying and Evaluating Major Channel Alternatives, 418

Marketing Insight: How CarMax Is Transforming the Auto Business, 420

Evaluating the Major Alternatives, 421

Channel-Management Decisions, 423

Selecting Channel Members, 423

Training and Motivating Channel Members, 423

Evaluating Channel Members, 424

Modifying Channel Design and Arrangements, 425

Channel Integration and Systems, 426

Vertical Marketing Systems, 426

Marketing Insight: The Importance of Channel Stewards, 427

Horizontal Marketing Systems, 428

Integrating Multichannel Marketing Systems, 428

Marketing Memo: Multichannel Shopping Checklist, 429

Conflict, Cooperation, and Competition, 430

Types of Conflict and Competition, 431

Causes of Channel Conflict, 431

Managing Channel Conflict, 431

Dilution and Cannibalization, 433

Legal and Ethical Issues in Channel Relations, 433

E-Commerce Marketing Practices, 434

Pure-Click Companies, 434

Breakthrough Marketing: Amazon.com, 435

Brick-and-Click Companies, 437

M-Commerce, 437

Applications, 439

Chapter 16. Managing Retailing, Wholesaling, and Logistics, 440

Types of Retailers, 442

The New Retail Environment, 446

Marketing Decisions, 448

Marketing Insight: Making Labels Smarter, 451

Breakthrough Marketing: Target, 453

Marketing Memo: Helping Stores to Sell, 454

Private Labels, 456

Role of Private Labels, 456

The Private-Label Threat, 457

Marketing Memo: How to Compete Against Store Brands, 458

Wholesaling, 458

Trends in Wholesaling, 459

Market Logistics, 461

Integrated Logistics Systems, 462

Market-Logistics Objectives, 462

Market-Logistics Decisions, 464

Organizational Lessons, 466

Applications, 467

Part 7. Communicating Value, 468

Chapter 17. Designing and Managing Integrated Marketing Communications, 469

The Role of Marketing Communications, 470

The Changing Marketing Communication Environment, 470

Marketing Communications, Brand Equity, and Sales, 471

The Communications Process Models, 474

Developing Effective Communications, 476

Identify the Target Audience, 476

Determine the Communications Objectives, 477

Design the Communications, 477

Marketing Insight: Celebrity Endorsements as a Strategy, 480

Select the Communications Channels, 481

Establish the Total Marketing Communications Budget, 484

Deciding on the Marketing Communications Mix, 486

Characteristics of the Marketing Communications Mix, 486

Breakthrough Marketing: Ocean Spray, 486

Factors in Setting the Marketing Communications Mix, 489

Measuring Communication Results, 491

Managing the Integrated Marketing Communications Process, 491

Coordinating Media, 492

Implementing IMC, 493

Marketing Memo: How Integrated Is Your IMC Program?, 494

Applications, 495

Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations, 496

Developing and Managing an Advertising Program, 498

Setting the Objectives, 499

Deciding on the Advertising Budget, 499

Developing the Advertising Campaign, 500

Marketing Memo: Print Ad Evaluation Criteria, 504

Deciding on Media and Measuring Effectiveness, 505

Deciding on Reach, Frequency, and Impact, 505

Choosing among Major Media Types, 506

Alternative Advertising Options, 508

Selecting Specific Media Vehicles, 510

Marketing Insight: Playing Games with Brands, 511

Deciding on Media Timing and Allocation, 512

Evaluating Advertising Effectiveness, 513

Sales Promotion, 514

Objectives, 514

Advertising versus Promotion, 515

Major Decisions, 516

Events and Experiences, 520

Events Objectives, 521

Major Sponsorship Decisions, 521

Creating Experiences, 523

Public Relations, 523

Marketing Insight: Experiential Marketing, 524

Marketing Insight: Managing a Brand Crisis, 525

Marketing Public Relations, 525

Breakthrough Marketing: Virgin Group, 526

Major Decisions in Marketing PR, 527

Applications, 529

Chapter 19. Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling, 530

Direct Marketing, 532

The Benefits of Direct Marketing, 532

Direct Mail, 534

Catalog Marketing, 536

Telemarketing, 537

Other Media for Direct-Response Marketing, 538

Public and Ethical Issues in Direct Marketing, 538

Interactive Marketing, 538

Advantages and Disadvantages of Interactive Marketing, 538

Breakthrough Marketing: Yahoo!, 539

Placing Ads and Promotions Online, 540

Marketing Memo: Segmenting Tech Users, 542

Word of Mouth, 545

Buzz and Viral Marketing, 546

Opinion Leaders, 548

Marketing Memo: How to Start a Buzz Fire, 548

Measuring the Effects of Word of Mouth, 551

Designing the Sales Force, 551

Sales-Force Objectives and Strategy, 552

Sales-Force Structure, 553

Sales-Force Size, 554

Marketing Insight: Major Account Management, 555

Sales-Force Compensation, 555

Managing the Sales Force, 556

Recruiting and Selecting Representatives, 556

Training and Supervising Sales Representatives, 557

Sales Rep Productivity, 557

Motivating Sales Representatives, 558

Evaluating Sales Representatives, 559

Principles of Personal Selling, 561

The Six Steps, 561

Relationship Marketing, 562

Applications, 563

Part 8. Creating Successful Long-Term Growth, 564

Chapter 20. Introducing New Market Offerings, 565

New-Product Options, 566

Make or Buy, 566

Types of New Products, 566

Challenges in New-Product Development, 567

The Innovation Imperative, 567

New-Product Success, 569

New-Product Failure, 570

Organizational Arrangements, 571

Budgeting for New-Product Development, 572

Organizing New-Product Development, 573

Managing the Development Process: Ideas, 574

Idea Generation, 574

Marketing Memo: Ten Ways to Find Great New-Product Ideas, 575

Marketing Insight: P&G’S New Connect-and-Develop Approach to Innovation, 576

Marketing Memo: Seven Ways to Draw New Ideas from Your Customers, 577

Marketing Memo: How to Run a Successful Brainstorming Session, 578

Idea Screening, 579

Managing the Development Process: Concept to Strategy, 581

Concept Development and Testing, 581

Marketing Strategy Development, 584

Business Analysis, 584

Managing the Development Process: Development to Commercialization, 586

Product Development, 586

Market Testing, 587

Commercialization, 590

Breakthrough Marketing: Apple iPod, 591

The Consumer-Adoption Process, 592

Stages in the Adoption Process, 592

Factors Influencing the Adoption Process, 593

Applications, 595

Chapter 21. Tapping into Global Markets, 596

Competing on a Global Basis, 598

Breakthrough Marketing: Samsung, 599

Deciding Whether to Go Abroad, 600

Deciding Which Markets to Enter, 600

How Many Markets to Enter, 600

Developed versus Developing Markets, 601

Marketing Insight: Spotlight on Key Developing Markets, 604

Evaluating Potential Markets, 605

Deciding How to Enter the Market, 606

Indirect and Direct Export, 606

Using a Global Web Strategy, 607

Joint Ventures, 608

Direct Investment, 609

Deciding on the Marketing Program, 609

Marketing Memo: The Ten Commandments of Global Branding, 612

Communications, 613

Marketing Insight: Unauthorized Sales—Dealing with the Gray Market and Counterfeit Products, 617

Distribution Channels, 618

Country-of-Origin Effects, 619

Building Country Images, 619

Consumer Perceptions of Country of Origin, 620

Marketing Insight: The Ups and Downs of Brand America, 621

Deciding on the Marketing Organization, 621

Export Department, 622

International Division, 622

Global Organization, 622

Applications, 623

Chapter 22. Managing a Holistic Marketing Organization for the Long Run, 624

Trends in Marketing Practices, 626

Internal Marketing, 627

Organizing the Marketing Department, 627

Marketing Memo: Characteristics of Company Departments That Are Truly Customer Driven, 628

Relations with Other Departments, 632

Building a Creative Marketing Organization, 633

Marketing Insight: The Marketing CEO, 633

Marketing Memo: Fueling Strategic Innovation, 634

Socially Responsible Marketing, 634

Breakthrough Marketing: Starbucks, 637

Corporate Social Responsibility, 638

Socially Responsible Business Models, 640

Cause-Related Marketing, 640

Marketing Insight: New Views on Corporate Social Responsibility, 641

Social Marketing, 644

Marketing Memo: Making a Difference, 645

Marketing Implementation, 648

Evaluation and Control, 649

Annual-Plan Control, 649

Profitability Control, 652

Efficiency Control, 656

Strategic Control, 656

The Future of Marketing, 657

Marketing Memo: Major Marketing Weaknesses, 660

Applications, 662

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ABOUT THIS TITLE - DESCRIPTION

For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

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