By Philip Kotler
For undergraduate/graduate classes in advertising and marketing administration. This vintage textual content, a global top vendor, highlights the latest traits and advancements in worldwide advertising. It emphasizes the significance of teamwork among advertising and marketing and all of the different features of the company; introduces new views in profitable strategic industry making plans; and offers extra corporation examples of artistic, market-focused, and customer-driven motion. a distinct concentrate on the twenty first Century recognizes the accelerating velocity of switch on the market, and illustrates what best businesses are doing to satisfy the demanding situations of the recent atmosphere and the recent millennium.
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Additional info for Marketing Management: Millennium Edition (10th Edition)
14 Implementation A clear strategy and well-thought-out supporting programs may be useless if the ﬁrm fails to implement them carefully. 16 Implementation is vital to effective management of the marketing process, as discussed later in this chapter. The Marketing Process Feedback and Control As it implements its strategy, the ﬁrm needs to track the results and monitor new developments in the internal and external environments. Some environments are fairly stable from year to year. Other environments evolve slowly in a fairly predictable way.
Perrault and McCarthy, Basic Marketing: A Global Managerial Approach, 13th ed. (Burr Ridge, IL: 1996). 20. Michael George, Anthony Freeling, and David Court, “Reinventing the Marketing Organization,” The McKinsey Quarterly, no. 4 (1994): 43–62. 21. For further reading, see Robert Dewar and Don Shultz, “The Product Manager, an Idea Whose Time Has Gone,” Marketing Communications, May 1998, pp. 28–35; “The Marketing Revolution at Procter and Gamble,” Business Week, July 25, 1988, pp. 72–76; Kevin T.
2, 19; George S. Low and Ronald A. Fullerton, “Brands, Brand Management, and the Brand Manager System: A Critical Historical Evaluation,” Journal of Marketing Research, May 1994, pp. 173–90; and Michael J. Zanor, “The Proﬁt Beneﬁts of Category Management,” Journal of Marketing Research, May 1994, pp. 202–13. 22. Stanley F. Slater and John C. Narver, “Market Orientation, Customer Value, and Superior Performance,” Business Horizons, March–April 1994, pp. 22–28. See also Frederick E. 61 62 CHAPTER 3 WINNING MARKETS THROUGH STRATEGIC PLANNING, IMPLEMENTATION, AND CONTROL 23.
Marketing Management: Millennium Edition (10th Edition) by Philip Kotler