Marketing management kotler pdf
Marketing succeeds only when all departments work together to achieve goals: when engineering designs the right products; finance furnishes the required funds; purchasing buys high-quality materials; production makes high-quality products on time; and accounting measures the profitability of different customers, products, and areas.
The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven.
These four dimensions are woven throughout the book and at times spelled out explicitly.
Prentice, hall, upper Saddle River, New Jersey, 07458.Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in todays marketing theory and practice.To address all these different shifts, good marketers slik pro 700dx tripod with 3-way pan/tilt head are practicing holistic marketing.Holistic marketing is the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of todays market- ing environment.Marketing includes decisions like who the company wants as its customers, which of their needs to satisfy, what products and services to offer, what prices to set, what communications to send and receive, what channels of distribution to use, and what partnerships to develop.They are intent on measuring the return on their marketing investment and its impact on shareholder value.They are increasingly reporting to other consumers what they think of specific companies and productsusing e-mail, blogs, podcasts, and other digital media to.They are doing less product and service standardization and more niching and customization.Concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, and integrated marketing communications were not even part of the marketing vocabulary then.It drives the companys vision, mission, and strategic planning.Firms now sell goods and services through a variety of direct and indirect channels.They are improving their methods of measuring customer profitabil- ity and customer lifetime value.Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice.They are also concerned with the ethical and social implications of their marketing decisions.Millenium edition 2003, 2001 by Pearson Education, Inc., Upper Sadille River, New Jersey 07458.
Marketing is no longer a company department charged with a limited number of tasksit is a company-wide undertaking.