Management A Global Perspective 11th Edition
The new edition of this classic, worldwide bestseller by Philip Kotler highlights the most recent developments in technological and global marketing whilst building on the fundamental strengths of previous editions.NEW - An emphasis on these 4 themes is woven throughout the text - Customer Relationship Management, Internet/Technology Revolution, Brand Building, and Marketing around the Globe.NEW - New Chapter 2, Adapting Marketing to the New Economy - Focuses on the impact of the Internet and new technologies on marketing and consumers. Helps students learn how to adapt their marketing strategies and management to the new technological and global realities.NEW - Hundreds of exciting new cases and discussions of new companies - Including Staples, Red Bull, Earthlink, Palm, GM, and Gap.
Based on reviewer feedback, many classic cases have also been retained and thoroughly updated.NEW - New concepts and ideas - Explored and explained in greater detail: Internet marketing, the New Economy, reverse marketing, experiential marketing, buzz marketing, viral marketing, guerilla marketing, high tech product marketing, industry convergence, cyberconsumers, customer relationship management, and much more. Keeps student abreast of the latest ideas and emerging trends in the field.NEW - Marketing for the New Economy boxes. Focuses students on the effects of market and technological changes on marketing and marketing management.NEW - New End-of-Chapter Exercises - Including Marketing Debate and Online Marketing Today. Prompts students to takes sides on an issue and use the Internet to complete assignments. Philip Kotler is one of the world's leading authorities on marketing. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University.
He received his masters degree at the University of Chicago and his Ph.D. At MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Kotler is the co-author of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its fifth edition, is the best seller in that specialized area. Kotler's other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility, Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only-Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; and Kotler on Marketing. In addition, he has published more than one hundred articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of Business Strategy, and Futurist.
He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing. Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their Prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year.
In 2002, Professor Kotler received the Distinguished Educator Award from The Academy of Marketing Science. He has received honorary doctoral degrees from Stockholm -University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C.
In Paris, the Budapest School of Economic Science and Public Administration, and the University of Economics and Business Administration in Vienna. Professor Kotler has been a consultant to many major U.S. And foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, and others in the areas of marketing strategy and planning, marketing organization, and international marketing. He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He is a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies about global marketing opportunities.
Defining Marketing for the 21st Century.2. Adapting Marketing to the New Economy.3. Building Customer Satisfaction, Value, and Retention.4. Winning Markets through Market-Oriented Strategic Planning.5. Gathering Information and Measuring Market Demand.6.
Management A Global Perspective 11th Edition Pdf
Scanning the Marketing Environment.7. Analyzing Consumer Markets and Buyer Behavior.8. Analyzing Business Markets and Business Buying Behavior.9. Dealing with the Competition.10.
Identifying Market Segments and Selecting Target Markets.11. Positioning and Differentiating the Market Offering through the Product Life Cycle.12. Developing New Market Offerings.13. Designing Global Market Offerings.14. Setting the Product and Branding Strategy.15. Designing and Managing Services.16.
Developing Price Strategies and Programs.17. Designing and Managing Value Networks and Marketing Channels.18. Managing Retailing, Wholesaling, and Market Logistics.19. Managing Integrated Marketing Communications.20. Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing.21. Managing the Sales Force.22. Managing the Total Marketing Effort.