Get Marketing Management: Millennium Edition (10th Edition) PDF

By Philip Kotler

ISBN-10: 0130122173

ISBN-13: 9780130122179

For undergraduate/graduate classes in advertising administration. This vintage textual content, a global top vendor, highlights the newest traits and advancements in worldwide advertising. It emphasizes the significance of teamwork among advertising and all of the different services of the company; introduces new views in winning strategic industry making plans; and provides extra corporation examples of artistic, market-focused, and customer-driven motion. a distinct specialize in the twenty first Century recognizes the accelerating speed of switch available on the market, and illustrates what prime businesses are doing to satisfy the demanding situations of the hot surroundings and the hot millennium.

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Download e-book for kindle: Marketing Management: Millennium Edition (10th Edition) by Philip Kotler

For undergraduate/graduate classes in advertising administration. This vintage textual content, a world most sensible vendor, highlights the latest traits and advancements in worldwide advertising and marketing. It emphasizes the significance of teamwork among advertising and the entire different services of the enterprise; introduces new views in winning strategic marketplace making plans; and offers extra corporation examples of artistic, market-focused, and customer-driven motion.

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Extra info for Marketing Management: Millennium Edition (10th Edition)

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Norton, The Balanced Scorecard (Boston: Harvard Business School Press,1996). Sam R. Goodman, Increasing Corporate Profitability (New York: Ronald Press, 1982), ch. 1. Also see Bernard J. Jaworski, Vlasis Stathakopoulos, and H. Shanker Krishnan, “Control Combinations in Marketing: Conceptual Framework and Empirical Evidence,” Journal of Marketing, January 1993, pp. 57–69. For further discussion of this instrument, see Philip Kotler, “From Sales Obsession to Marketing Effectiveness,” Harvard Business Review, November–December 1977, pp.

Finally, brand managers normally move up in a few years to another brand or transfer to another company, leading to short-term thinking that plays havoc with long-term brand building. To counter these disadvantages, some companies have switched from product managers to product teams. For example, Hallmark uses a triangular marketing team consisting of a market manager (the leader), a marketing manager, and a distribution manager; 3M uses a horizontal product team consisting of a team leader and representatives from sales, marketing, laboratory, engineering, accounting, and marketing research.

But matrix management has resurfaced and is again flourishing in the form of “business teams” staffed with full-time specialists reporting to one team boss. 23 Corporate-Divisional Organization As multiproduct-multimarket companies grow, they often convert their larger product or market groups into separate divisions with their own departments and services. This raises the question of what marketing services and activities should be retained at corporate headquarters. Some corporations leave marketing to each division; some have a small corporate marketing staff; and some prefer to maintain a strong corporate marketing staff.

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Marketing Management: Millennium Edition (10th Edition) by Philip Kotler


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