PRINCIPLES MARKETING

PHILIP KOTLER is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is the author of Marketing Management (Prentice Hall), now in its twelfth edition and the world’s most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Professor Kotler was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.” A recent Forbes survey ranks Professor Kotler in the top 10 of the world’s most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the twenty-first century. Dr. Kotler has served as chairman of the College of Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has travelled extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.

Part 1 – Defining Marketing and the Marketing Process
Chapter 1: Marketing: Managing Profitable Customer Relationships
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2 – Understanding the Marketplace and Consumers
Chapter 3: The Marketing Environment
Chapter 4: Managing Marketing Information
Chapter 5: Consumer Markets and Consumer Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior
Part 3 – Designing a Customer-Driven Strategy and Mix
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8: Product, Services, and Branding Strategy
Chapter 9: New-Product Development and Product Life-Cycle Strategies
Chapter 10: Pricing Products: Understanding and Capturing Customer Value
Chapter 11: Pricing Products: Pricing Strategies
Chapter 12: Marketing Channels and Supply Chain Management
Chapter 13: Retailing and Wholesaling
Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
Chapter 15: Advertising and Public Relations
Chapter 16 Personal Selling and Sales Promotion
Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships
Part 4 – Extending Marketing
Chapter 18: Creating Competitive Advantage
Chapter 19: The Global Marketplace
Chapter 20: Sustainable Marketing: Social Responsibility and Ethics
Appendix 1: Marketing Plan
Appendix 2: Marketing by the Numbers