Sách marketing management( tiếng anh) của Phillip Kotler phiên bản mới 2012

Contents
vii
Preface xvi
PART 1 Understanding Marketing
Management 2
CHAPTER 1 Defining Marketing for the 21st
Century 2
The Importance of Marketing 3
The Scope of Marketing 5
What Is Marketing? 5
What Is Marketed? 5
Who Markets? 7
Core Marketing Concepts 9
Needs, Wants, and Demands 9
Target Markets, Positioning, and
Segmentation 10
Offerings and Brands 10
Value and Satisfaction 10
Marketing Channels 11
Supply Chain 11
Competition 11
Marketing Environment 11
The New Marketing Realities 12
Major Societal Forces 12
New Company Capabilities 14
Marketing in Practice 15
MARKETING INSIGHT Marketing in an Age
of Turbulence 16
Company Orientation toward the
Marketplace 17
The Production Concept 18
The Product Concept 18
The Selling Concept 18
The Marketing Concept 18
The Holistic Marketing Concept 18
MARKETING MEMO Marketing Right
and Wrong 19
Relationship Marketing 20
Integrated Marketing 20
Internal Marketing 21
Performance Marketing 22
The New Four Ps 25
Marketing Management Tasks 26
Developing Marketing Strategies and
Plans 26
Capturing Marketing Insights 26
MARKETING MEMO Marketers’ Frequently
Asked Questions 26
Connecting with Customers 27
Building Strong Brands 27
Shaping the Market Offerings 27
Delivering Value 27
Communicating Value 27
Creating Successful Long-Term Growth 27
Summary 28
Applications 28
CHAPTER 2 Developing Marketing Strategies
and Plans 32
Marketing and Customer Value 33
The Value Delivery Process 33
The Value Chain 34
Core Competencies 35
A Holistic Marketing Orientation and
Customer Value 36
The Central Role of Strategic Planning 36
Corporate and Division Strategic
Planning 37
Defining the Corporate Mission 38
Establishing Strategic Business Units 39
Assigning Resources to Each SBU 42
Assessing Growth Opportunities 42
Organization and Organizational Culture 45
Marketing Innovation 45
MARKETING INSIGHT Creating Innovative
Marketing 46
Business Unit Strategic Planning 47
The Business Mission 48
SWOT Analysis 48
Goal Formulation 50
Strategic Formulation 50
MARKETING MEMO Checklist for Performing
Strengths/Weaknesses Analysis 52
Program Formulation and
Implementation 53
Feedback and Control 53
Product Planning: The Nature and Contents
of a Marketing Plan 54
MARKETING MEMO Marketing Plan
Criteria 55
The Role of Research 55
The Role of Relationships 55
From Marketing Plan to Marketing
Action 55
Summary 56
Applications 56
Sample Marketing Plan: Pegasus Sports
International 60
PART 2 Capturing Marketing
Insights 66
CHAPTER 3 Collecting Information and
Forecasting Demand 66
Components of a Modern Marketing
Information System 67
Internal Records 70
The Order-to-Payment Cycle 70
Sales Information Systems 70
Databases, Data Warehousing, and Data
Mining 71
Marketing Intelligence 71
The Marketing Intelligence
System 71
Collecting Marketing Intelligence on the
Internet 72
Communicating and Acting on Marketing
Intelligence 73
Analyzing the Macroenvironment 74
Needs and Trends 74
Identifying the Major Forces 74
The Demographic Environment 75
MARKETING INSIGHT Finding Gold at the
Bottom of the Pyramid 76
The Economic Environment 77
The Sociocultural Environment 78
The Natural Environment 80
The Technological Environment 81
MARKETING INSIGHT The Green Marketing
Revolution 82
The Political-Legal Environment 84
Forecasting and Demand
Measurement 85
The Measures of Market Demand 85
A Vocabulary for Demand
Measurement 86
Estimating Current Demand 88
Estimating Future Demand 90
Summary 92
Applications 92
CHAPTER 4 Conducting Marketing
Research 96
The Marketing Research System 97
The Marketing Research Process 99
Step 1: Define the Problem, the Decision
Alternatives, and the Research
Objectives 99
Step 2: Develop the Research Plan 100
MARKETING MEMO Conducting Informative
Focus Groups 102
MARKETING MEMO Questionnaire Dos and
Don’ts 104
MARKETING INSIGHT Getting into the
Heads of Consumers 106
MARKETING INSIGHT Understanding Brain
Science 108
Step 3: Collect the Information 110
Step 4: Analyze the Information 111
Step 5: Present the Findings 111
Step 6: Make the Decision 111
MARKETING INSIGHT Bringing Marketing
Research to Life with Personas 112
Overcoming Barriers to the Use of Marketing
Research 112
Measuring Marketing Productivity 114
Marketing Metrics 114
Marketing-Mix Modeling 116
Marketing Dashboards 116
MARKETING INSIGHT Marketing
Dashboards to Improve Effectiveness and
Efficiency 117
Summary 118
Applications 119
PART 3 Connecting with
Customers 122
CHAPTER 5 Creating Long-term Loyalty
Relationships 122
Building Customer Value, Satisfaction, and
Loyalty 123
Customer Perceived Value 124
Total Customer Satisfaction 128
Monitoring Satisfaction 128
MARKETING INSIGHT Net Promoter and
Customer Satisfaction 129
Product and Service Quality 131
Maximizing Customer Lifetime Value 132
MARKETING MEMO Marketing and Total
Quality 132
Customer Profitability 133
Measuring Customer Lifetime Value 134
Cultivating Customer Relationships 134
MARKETING MEMO Calculating Customer
Lifetime Value 134
Customer Relationship
Management 135
Attracting and Retaining
Customers 139
Building Loyalty 141
Win-Backs 143
Customer Databases and Database
Marketing 143
Customer Databases 143
Data Warehouses and Data Mining 143
The Downside of Database Marketing and
CRM 145
MARKETING INSIGHT The Behavioral
Targeting Controversy 146
Summary 147
Applications 147
CHAPTER 6 Analyzing Consumer
Markets 150
What Influences Consumer Behavior? 151
Cultural Factors 151
Social Factors 153
MARKETING MEMO The Average U.S.
Consumer Quiz 155
Personal Factors 155
Key Psychological Processes 160
Motivation: Freud, Maslow, Herzberg 160
Perception 161
Learning 163
Emotions 163
Memory 163
MARKETING INSIGHT Made
to Stick 165
The Buying Decision Process:
The Five-Stage Model 166
Problem Recognition 167
Evaluation of Alternatives 168
ix
Purchase Decision 170
Postpurchase Behavior 172
Moderating Effects on Consumer Decision
Making 173
Behavioral Decision Theory and Behavioral
Economics 174
Decision Heuristics 174
MARKETING INSIGHT Predictably
Irrational 176
Framing 177
Summary 177
Applications 178
CHAPTER 7 Analyzing Business Markets 182
What Is Organizational Buying? 183
The Business Market versus the Consumer
Market 183
Buying Situations 185
Systems Buying and Selling 187
Participants in the Business Buying
Process 188
The Buying Center 188
Buying Center Influences 189
Targeting Firms and Buying Centers 190
MARKETING INSIGHT Big Sales to Small
Businesses 191
The Purchasing/Procurement
Process 193
Stages in the Buying Process 195
Problem Recognition 196
General Need Description and Product
Specification 196
Supplier Search 196
Proposal Solicitation 198
Supplier Selection 198
MARKETING MEMO Developing Compelling
Customer Value Propositions 199
Order-Routine Specification 201
Performance Review 201
Managing Business-to-Business Customer
Relationships 201
The Benefits of Vertical Coordination 202
MARKETING INSIGHT Establishing
Corporate Trust, Credibility, and
Reputation 203
Business Relationships: Risks and
Opportunism 203
New Technology and Business
Customers 204
Institutional and Government Markets 205
Summary 207
Applications 208
CHAPTER 8 Identifying Market Segments and
Targets 212
Bases for Segmenting Consumer
Markets 214
Geographic Segmentation 214
Demographic Segmentation 216
MARKETING INSIGHT Trading Up, Down,
and Over 218
Psychographic Segmentation 225
Behavioral Segmentation 227
Bases for Segmenting Business Markets 230
Market Targeting 231
Effective Segmentation Criteria 231
Evaluating and Selecting the Market
Segments 232
MARKETING INSIGHT Chasing the Long
Tail 235
Summary 236
Applications 237
PART 4 Building Strong
Brands 240
CHAPTER 9 Creating Brand Equity 240
What Is Brand Equity? 241
The Role of Brands 242
The Scope of Branding 243
Defining Brand Equity 243
Brand Equity Models 245
MARKETING INSIGHT Brand Bubble
Trouble 248
Building Brand Equity 249
Choosing Brand Elements 250
Designing Holistic Marketing Activities 251
Leveraging Secondary Associations 252
Internal Branding 253
Brand Communities 253
Measuring Brand Equity 255
MARKETING INSIGHT The Brand Value
Chain 255
MARKETING INSIGHT What Is a Brand
Worth? 257
Managing Brand Equity 258
Brand Reinforcement 258
Brand Revitalization 259
Devising a Branding Strategy 260
Branding Decisions 261
Brand Portfolios 262
Brand Extensions 263
Customer Equity 267
MARKETING MEMO Twenty-First-Century
Branding 267
Summary 268
Applications 269
CHAPTER 10 Crafting the Brand Positioning 274
Developing and Establishing a Brand
Positioning 275
Determining a Competitive Frame of
Reference 276
MARKETING INSIGHT High Growth Through
Value Innovation 278
Identifying Optimal Points-of-Difference and
Points-of-Parity 280
Choosing POPs and PODs 283
Brand Mantras 284
Establishing Brand Positioning 286
MARKETING MEMO Constructing a Brand
Positioning Bull’s-eye 287
Differentiation Strategies 289
Alternative Approaches to Positioning 291
Positioning and Branding a Small
Business 293
Summary 294
Applications 294
CHAPTER 11 Competitive Dynamics 298
Competitive Strategies for Market
Leaders 299
MARKETING INSIGHT When Your
Competitor Delivers More for Less 300
Expanding Total Market Demand 301
Protecting Market Share 302
Increasing Market Share 304
Other Competitive Strategies 305
Market-Challenger Strategies 305
Market-Follower Strategies 307
Market-Nicher Strategies 308
MARKETING MEMO Niche Specialist
Roles 309
Product Life-Cycle Marketing
Strategies 310
Product Life Cycles 310
Style, Fashion, and Fad Life Cycles 311
Marketing Strategies: Introduction Stage and
the Pioneer Advantage 312
Marketing Strategies: Growth Stage 313
Marketing Strategies: Maturity Stage 313
Marketing Strategies: Decline Stage 315
MARKETING INSIGHT Managing a Brand
Crisis 316
Evidence for the Product Life-Cycle
Concept 316
Critique of the Product Life-Cycle
Concept 317
Market Evolution 317
Marketing in an Economic
Downturn 318
Explore the Upside of Increasing
Investment 318
Get Closer to Customers 318
Review Budget Allocations 319
Put Forth the Most Compelling Value
Proposition 319
Fine-tune Brand and Product
Offerings 320
Summary 320
Applications 321
PART 5 Shaping the Market
Offerings 324
CHAPTER 12 Setting Product Strategy 324
Product Characteristics and
Classifications 325
Product Levels: The Customer-Value
Hierarchy 326
Product Classifications 327
xi
Product and Services Differentiation 328
Product Differentiation 329
Services Differentiation 330
Design 332
Product and Brand Relationships 333
MARKETING INSIGHT Marketing Luxury
Brands 334
The Product Hierarchy 336
Product Systems and Mixes 336
Product Line Analysis 337
Product Line Length 337
MARKETING INSIGHT When Less Is
More 339
Product Mix Pricing 342
Co-Branding and Ingredient
Branding 344
MARKETING MEMO Product-Bundle Pricing
Considerations 344
Packaging, Labeling, Warranties, and
Guarantees 346
Packaging 346
Labeling 348
Warranties and Guarantees 349
Summary 349
Applications 350
CHAPTER 13 Designing and Managing
Services 354
The Nature of Services 355
Service Industries Are Everywhere 356
Categories of Service Mix 356
Distinctive Characteristics of Services 358
The New Services Realities 361
A Shifting Customer Relationship 362
Achieving Excellence in Services
Marketing 365
Marketing Excellence 365
Best Practices of Top Service
Companies 366
Differentiating Services 368
MARKETING INSIGHT Improving Company
Call Centers 369
Managing Service Quality 370
MARKETING MEMO Recommendations for
Improving Service Quality 372
Managing Customer Expectations 373
Incorporating Self-Service Technologies
(SSTs) 375
Managing Product-Support Services 375
Identifying and Satisfying Customer
Needs 376
MARKETING MEMO Assessing E-Service
Quality 376
Postsale Service Strategy 377
Summary 378
Applications 378
CHAPTER 14 Developing Pricing Strategies and
Programs 382
Understanding Pricing 383
A Changing Pricing Environment 384
MARKETING INSIGHT Giving It All
Away 384
How Companies Price 386
Consumer Psychology and
Pricing 386
Setting the Price 389
Step 1: Selecting the Pricing
Objective 389
Step 2: Determining Demand 390
Step 3: Estimating Costs 392
Step 4: Analyzing Competitors’ Costs, Prices,
and Offers 395
Step 5: Selecting a Pricing
Method 395
Step 6: Selecting the Final Price 402
MARKETING INSIGHT Stealth Price
Increases 403
Adapting the Price 403
Geographical Pricing (Cash, Countertrade,
Barter) 404
Price Discounts and Allowances 404
Promotional Pricing 405
Differentiated Pricing 406
Initiating and Responding to Price
Changes 407
Initiating Price Cuts 407
Initiating Price Increases 408
Responding to Competitors’ Price
Changes 409
Summary 410
Applications 410
PART 6 Delivering Value 414
CHAPTER 15 Designing and Managing Integrated
Marketing Channels 414
Marketing Channels and Value Networks 415
The Importance of Channels 416
Hybrid Channels and Multichannel
Marketing 416
Value Networks 417
The Role of Marketing Channels 418
Channel Functions and Flows 418
Channel Levels 420
Service Sector Channels 421
Channel-Design Decisions 422
Analyzing Customer Needs and Wants 422
Establishing Objectives and
Constraints 423
Identifying Major Channel Alternatives 424
Evaluating Major Channel Alternatives 426
Channel-Management Decisions 427
Selecting Channel Members 427
Training and Motivating Channel
Members 428
Evaluating Channel Members 429
Modifying Channel Design and
Arrangements 429
Channel Modification Decisions 429
Global Channel Considerations 430
Channel Integration and Systems 431
Vertical Marketing Systems 431
MARKETING INSIGHT Channel Stewards
Take Charge 432
Horizontal Marketing Systems 433
Integrating Multichannel Marketing
Systems 433
Conflict, Cooperation, and Competition 435
Types of Conflict and Competition 435
Causes of Channel Conflict 436
Managing Channel Conflict 436
Dilution and Cannibalization 438
Legal and Ethical Issues in Channel
Relations 438
E-Commerce Marketing Practices 438
Pure-Click Companies 439
Brick-and-Click Companies 440
M-Commerce Marketing Practices 441
Summary 442
Applications 442
xii
Managing the Development Process: Concept
to Strategy 579
Concept Development and Testing 579
Marketing Strategy Development 582
Business Analysis 583
Managing the Development Process:
Development to Commercialization 585
Product Development 585
Market Testing 585
Commercialization 588
The Consumer-Adoption Process 589
Stages in the Adoption Process 589
Factors Influencing the Adoption
Process 589
Summary 590
Applications 591
CHAPTER 21 Tapping into Global Markets 594
Competing on a Global Basis 595
Deciding Whether to Go Abroad 597
Deciding Which Markets to Enter 597
How Many Markets to Enter 598
Developed versus Developing Markets 598
MARKETING INSIGHT Spotlight on Key
Developing Markets 600
Evaluating Potential Markets 602
Deciding How to Enter the Market 603
Indirect and Direct Export 603
Licensing 604
Joint Ventures 605
Direct Investment 605
Deciding on the Marketing Program 606
Global Similarities and Differences 606
Marketing Adaptation 607
MARKETING MEMO The Ten
Commandments of Global Branding 608
Global Product Strategies 608
Global Communication Strategies 610
Global Pricing Strategies 611
Global Distribution Strategies 613
Country-of-Origin Effects 614
Building Country Images 614
Consumer Perceptions of Country of
Origin 614
Deciding on the Marketing Organization 616
Export Department 616
International Division 616
Global Organization 616
Summary 617
Applications 617
xv
CHAPTER 22 Managing a Holistic Marketing
Organization for the Long
Run 620
Trends in Marketing Practices 621
Internal Marketing 623
Organizing the Marketing Department 623
MARKETING MEMO Characteristics of
Company Departments That Are Truly
Customer Driven 624
Relationships with Other Departments 627
Building a Creative Marketing
Organization 628
MARKETING INSIGHT The Marketing
CEO 628
Socially Responsible Marketing 629
Corporate Social Responsibility 630
MARKETING INSIGHT The Rise of
Organic 633
Socially Responsible Business Models 634
Cause-Related Marketing 634
MARKETING MEMO Making a Difference:
Top 10 Tips for Cause Branding 637
Social Marketing 638
Marketing Implementation and Control 640
Marketing Implementation 640
Marketing Control 641
Annual-Plan Control 641
Profitability Control 642
Efficiency Control 642
Strategic Control 643
The Future of Marketing 643
MARKETING MEMO Major Marketing
Weaknesses 647
Summary 648
Applications 648
Appendix Tools for Marketing
Control 650
Appendix Sonic Marketing Plan A1
Endnotes E1
Glossary G1
Image Credits C1
Name Index I1
Company, Brand, and Organization Index I4
Subject Index I14


Preface
xvi
What’s New in the 14th Edition
The overriding goal of the revision for the 14th edition of Marketing Management was to
create as comprehensive, current, and engaging MBA marketing textbook as possible.Where
appropriate, new material was added, old material was updated, and no longer relevant or
necessary material was deleted.Marketing Management, 14th edition, allows those instructors
who have used the 13th edition to build on what they have learned and done while at the same
time offering a text that is unsurpassed in breadth, depth, and relevance for students experiencing
Marketing Management for the first time.
The successful across-chapter reorganization into eight parts that began with the 12th edition
of Marketing Management has been preserved, as well as many of the favorably received
within-chapter features that have been introduced through the years, such as topical chapter
openers, in-text boxes highlighting noteworthy companies or issues, and the Marketing Insight
and Marketing Memo boxes that provide in-depth conceptual and practical commentary.
Significant changes to the 14th edition include:
ã Brand new opening vignettes for each chapter set the stage for the chapter material to follow.
By covering topical brands or companies, the vignettes are great classroom discussion
starters.
ã Almost half of the in-text boxes are new. These boxes provide vivid illustrations of chapter
concepts using actual companies and situations. The boxes cover a variety of products,
services, and markets, and many have accompanying illustrations in the form of ads or
product shots.
ã The end-of-chapter section now includes two Marketing in Action mini-cases highlighting
innovative, insightful marketing accomplishments by leading organizations. Each case includes
questions that promote classroom discussion and analysis.
ã Dramatic changes in the marketing environment have occurred in recent years—in particular,
the economic, natural, and technological environments. Throughout the new edition, these
three areas are addressed, sometimes via new subsections in chapters, with emphasis on
marketing during economic downturns and recessions, the rise of sustainability and “green”
marketing, and the increased development of computing power, the Internet, and mobile
phones. These new marketing realities make it more important than ever for marketers to be
holistic in what they do, the overriding theme of this text.
ã Chapter 19, on personal communications, received a significant update with much new
material to reflect the changing social media landscape and communications environment.
ã Forecasting has been moved to Chapter 3 where it fits well with the material on the marketing
environment.
ã Chapter 5 was re-titled as “Creating Long-Term Loyalty Relationships” to better reflect its
stronger area of emphasis.
ã Chapters 10 and 11 were reorganized and material swapped. Chapter 11 was also re-titled
as “Competitive Dynamics” to acknowledge the significant material added on marketing in
an economic downturn.
What Is Marketing Management All About?
Marketing Management is the leading marketing text because its content and organization
consistently reflect changes in marketing theory and practice. The very first edition of
Marketing Management, published in 1967, introduced the concept that companies must be
customer-and-market driven. But there was little mention of what have now become fundamental
topics such as segmentation, targeting, and positioning. 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. Marketing Management continues to reflect the
changes in the marketing discipline over the past 40 years.
Firms now sell goods and services through a variety of direct and indirect channels.Mass advertising
is not nearly as effective as it was, so marketers are exploring new forms of communication,
such as experiential, entertainment, and viral marketing. Customers are telling companies
what types of product or services they want and when, where, and how they want to buy them.
They are increasingly reporting to other consumers what they think of specific companies and
products—using e-mail, blogs, podcasts, and other digital media to do so.Company messages are
becoming a smaller fraction of the total “conversation” about products and services.
In response, companies have shifted gears from managing product portfolios to managing
customer portfolios, compiling databases on individual customers so they can understand them
better and construct individualized offerings and messages. They are doing less product and
service standardization and more niching and customization. They are replacing monologues
with customer dialogues. They are improving their methods of measuring customer profitability
and customer lifetime value. They are intent on measuring the return on their marketing
investment and its impact on shareholder value. They are also concerned with the ethical and
social implications of their marketing decisions.
As companies change, so does their marketing organization.Marketing is no longer a company
department charged with a limited number of tasks—it is a company-wide undertaking. It drives
the company’s vision, mission, and strategic planning.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. 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.
To address all these different shifts, good marketers 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 today’s marketing
environment. Four key dimensions of holistic marketing are:
1. Internal marketing—ensuring everyone in the organization embraces appropriate marketing
principles, especially senior management.
2. Integrated marketing—ensuring that multiple means of creating, delivering, and communicating
value are employed and combined in the best way.
3. Relationship marketing—having rich,multifaceted relationships with customers, channel
members, and other marketing partners.
4. Performance marketing—understanding returns to the business from marketing activities
and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental
effects.
These four dimensions are woven throughout the book and at times spelled out explicitly.
The text specifically addresses the following tasks that constitute modern marketing management
in the 21st century:
1. Developing marketing strategies and plans
2. Capturing marketing insights and performance
3. Connecting with customers
4. Building strong brands
5. Shaping the market offerings
6. Delivering and communicating value
7. Creating successful long-term growth

ã Interactive Elements—A wealth of hands-on activities and exercises let you experience and
learn actively.
ã Current Events Articles—Concise, highly relevant articles about the latest marketing related
news with thought provoking short essay questions.
ã Critical Thinking Challenge Question—These questions measure core critical-thinking
skills through the context of marketing applications. To answer these questions, you will
need to recognize assumptions, evaluate arguments, identify relevant issues, draw inferences,
spot logical flaws, and recognize similarities between arguments. Knowledge of marketing
content picked up through the text and the class will help you zero in on the correct
issues, but you will still need to exercise critical judgment in order to get the correct answer.
Marketing Management Cases
Prentice Hall Custom Business Resources can provide instructors and students with all the
cases and articles needed to enhance and maximize learning in a marketing course. Instructors
can create Custom CoursePacks or Custom CaseBooks. Resources include top-tier cases from
Darden,Harvard, Ivey,NACRA, and Thunderbird, plus full access to a database of articles. For
details on how to order these value-priced packages, contact your local representative or visit
the Prentice Hall Custom Business Resources Web site at www.prenhall.com/custombusiness.
Marketing Management Video Gallery
Make your classroom “newsworthy.” PH has updated the Marketing Management video library
for the 14th edition. A full library of video segments accompany this edition featuring
issue-focused footage such as interviews with top executives, objective reporting by real news
anchors, industry research analysts, and marketing and advertising campaign experts. A full
video guide, including synopses, discussion questions, and teaching suggestions, is available
on the IRC (online and on CD-ROM) to accompany the video library.
The Marketing Plan Handbook, 4th edition,
with Marketing Plan Pro
Marketing Plan Pro is a highly rated commercial software program that guides you through
the entire marketing plan process. The software is totally interactive and features 10 sample
marketing plans, step-by-step guides, and customizable charts. Customize your marketing
plan to fit your marketing needs by following easy-to-use plan wizards. Follow the clearly outlined
steps from strategy to implementation. Click to print, and your text, spreadsheet, and
charts come together to create a powerful marketing plan. The new The Marketing Plan
Handbook, by Marian Burk Wood, supplements the in-text marketing plan material with an
in-depth guide to what student marketers really need to know. A structured learning process
leads to a complete and actionable marketing plan. Also included are timely, real-world examples
that illustrate key points, sample marketing plans, and Internet resources.
xix

Acknowledgments
xx
The 14th edition bears the imprint of many people. From Phil Kotler: My colleagues and
associates at the Kellogg School ofManagement at Northwestern University continue to
have an important impact on my thinking: Nidhi Agrawal, Eric T. Anderson, James C.
Anderson, Robert C. Blattberg,Miguel C. Brendl, Bobby J. Calder, Gregory S. Carpenter, Alex
Chernev, Anne T. Coughlan, David Gal, Kent Grayson, Karsten Hansen, Dipak C. Jain,
Lakshman Krishnamurti, Angela Lee, Vincent Nijs, Yi Qian, Mohanbir S. Sawhney, Louis W.
Stern, Brian Sternthal, Alice M. Tybout, and Andris A. Zoltners. I also want to thank the S. C.
Johnson Family for the generous support of my chair at the Kellogg School. Completing the
Northwestern team is my former Dean, Donald P. Jacobs, and my current Dean, Dipak Jain,
both of whom have provided generous support for my research and writing.
Several former faculty members of the marketing department had a great influence on my
thinking when I first joined the Kellogg marketing faculty, specifically Richard M. Clewett,
Ralph Westfall, Harper W. Boyd, and Sidney J. Levy. I also want to acknowledge Gary
Armstrong for our work on Principles of Marketing.
I am indebted to the following coauthors of international editions of Marketing Management
and Principles of Marketing who have taught me a great deal as we worked together to
adapt marketing management thinking to the problems of different nations:
ã Swee-Hoon Ang and Siew-Meng Leong, National University of Singapore
ã Chin-Tiong Tan, Singapore Management University
ã Friedhelm W. Bliemel, Universitat Kaiserslautern (Germany)
ã Linden Brown; Stewart Adam, Deakin University; Suzan Burton, Macquarie Graduate
School of Management; and Sara Denize, University of Western Sydney (Australia)
ã Bernard Dubois, Groupe HEC School of Management (France); and Delphine Manceau,
ESCP-EAP European School of Management
ã John Saunders, Loughborough University and Veronica Wong,Warwick University (United
Kingdom)
ã Jacob Hornick, Tel Aviv University (Israel)
ã Walter Giorgio Scott, Universita Cattolica del Sacro Cuore (Italy)
ã Peggy Cunningham, Queen’s University (Canada)
I also want to acknowledge how much I have learned from working with coauthors on
more specialized marketing subjects: Alan Andreasen, Christer Asplund, Paul N. Bloom,
John Bowen, Roberta C. Clarke, Karen Fox, David Gertner, Michael Hamlin, Thomas Hayes,
Donald Haider, Hooi Den Hua, Dipak Jain, Somkid Jatusripitak, Hermawan Kartajaya, Neil
Kotler, Nancy Lee, Sandra Liu, Suvit Maesincee, James Maken, Waldemar Pfoertsch, Gustave
Rath, Irving Rein, Eduardo Roberto, Joanne Scheff, Norman Shawchuck, Joel Shalowitz, Ben
Shields, Francois Simon, Robert Stevens,Martin Stoller, Fernando Trias de Bes, Bruce Wrenn,
and David Young.
My overriding debt continues to be to my lovely wife, Nancy, who provided me with the
time, support, and inspiration needed to prepare this edition. It is truly our book.
From Kevin Lane Keller: I continually benefit from the wisdom of my marketing colleagues
at Tuck—Punam Keller, Scott Neslin, Kusum Ailawadi, Praveen Kopalle, Jackie Luan, Peter
Golder, Ellie Kyung, Fred Webster, Gert Assmus, and John Farley—as well as the leadership of
Dean Paul Danos. I also gratefully acknowledge the invaluable research and teaching contributions
from my faculty colleagues and collaborators through the years. I owe a considerable debt
of gratitude to Duke University’s Jim Bettman and Rick Staelin for helping to get my academic
career started and serving as positive role models to this day. I am also appreciative of all that
I have learned from working with many industry executives who have generously shared their
insights and experiences.With this 14th edition, I received some extremely helpful research assistance
from two former Tuck MBAs—Jeff Davidson and Lowey Sichol—who were as accurate,
thorough, dependable, and cheerful as you could possibly imagine. Alison Pearson
provided superb administrative support. Finally, I give special thanks to Punam,my wife, and
Carolyn and Allison,my daughters, who make it all happen and make it all worthwhile.