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Table of Contents

1. Front Matter
A. Cover
B. Title

C. Copyright

D. Dedications

E. About the Authors

F. Preface
G. Acknowledgments

2. Contents

A. Brief Contents

B. Detailed Contents
3. PART 1 Understanding Marketing Management

A. Introduction: Understanding Marketing Management

4. Chapter 1 Defining Marketing for the New Realities

A. Introduction: Defining Marketing for the New Realities

B. The Value of Marketing

C. The Scope of Marketing

D. Core Marketing Concepts

E. The New Marketing Realities

F. A Dramatically Changed Marketplace

G. Marketing in Practice

H. Company Orientation toward the Marketplace

I. Updating the Four Ps

J. Marketing Management Tasks

K. Summary
L. Applications

5. Chapter 2 Developing Marketing Strategies and Plans

 A. Introduction: Developing Marketing Strategies and Plans

B. Marketing and Customer Value

C. Corporate and Division Strategic Planning

D. Business Unit Strategic Planning

E. The Nature and Contents of a Marketing Plan

F. Summary

G. Applications

6. PART 2 Capturing Marketing Insights

A. Introduction: Capturing Marketing Insights

7. Chapter 3 Collecting Information and Forecasting Demand

A. Introduction: Collecting Information and Forecasting

Demand

B. Components of a Modern Marketing Information System

C. Internal Records
D. Marketing Intelligence

E. Analyzing the Macroenvironment

F. Forecasting and Demand Measurement

G. Summary

H. Applications

8. Chapter 4 Conducting Marketing Research

A. Introduction: Conducting Marketing Research

B. The Scope of Marketing Research

C. The Marketing Research Process

D. Measuring Market Productivity

E. Summary

F. Applications
9. PART 3 Connecting with Customers

A. Introduction: Connecting with Customers

10. Chapter 5 Creating Long-Term Loyalty Relationships

A. Introduction: Creating Long-Term Loyalty Relationships

B. Building Customer Value, Satisfaction, and Loyalty
C. Maximizing Customer Lifetime Value
 D. Cultivating Customer Relationships

E. Summary
F. Applications

11. Chapter 6 Analyzing Consumer Markets

A. Introduction: Analyzing Consumer Markets

B. What Influences Consumer Behavior?

C. Key Psychological Processes

D. The Buying Decision Process: The Five-Stage Model

E. Behavioral Decision Theory and Behavioral Economics

F. Summary
G. Applications
12. Chapter 7 Analyzing Business Markets

A. Introduction: Analyzing Business Markets

B. What is Organizational Buying?

C. Participants in the Business Buying Process

D. The Purchasing/Procurement Process

E. Stages in the Buying Process

F. Developing Effective Business-to-Business Marketing

Programs
G. Managing Business-to-Business Customer Relationships

H. Institutional and Government Markets

I. Summary
J. Applications

13. Chapter 8 Tapping into Global Markets

A. Introduction: Tapping into Global Markets

B. Competing on a Global Basis

C. Deciding Whether to Go Abroad

D. Deciding Which Markets to Enter

E. Deciding How to Enter the Market

F. Deciding on the Marketing Program

G. Country-of-Origin Effects

H. Summary
 I. Applications
14. PART 4 Building Strong Brands

A. Introduction: Building Strong Brands

15. Chapter 9 Identifying Market Segments and Targets
A. Introduction: Identifying Market Segments and Targets
B. Bases for Segmenting Consumer Markets

C. How Should Business Markets Be Segmented?

D. Market Targeting
E. Effective Segmentation Criteria
F. Summary

G. Applications
16. Chapter 10 Crafting the Brand Positioning
A. Introduction: Crafting the Brand Positioning
B. Developing a Brand Positioning

C. Choosing a Competitive Frame of Reference

D. Establishing a Brand Positioning
E. Alternative Approaches to Positioning
F. Positioning and Branding for A Small Business
G. Summary

H. Applications
17. Chapter 11 Creating Brand Equity
A. Introduction: Creating Brand Equity
B. How Does Branding Work?

C. Defining Brand Equity

D. Building Brand Equity
E. Measuring Brand Equity
F. Managing Brand Equity
G. Devising a Branding Strategy

H. Customer Equity
I. Summary
J. Applications
18. Chapter 12 Addressing Competition and Driving Growth
 A. Introduction: Addressing Competition and Driving
Growth
B. Growth

C. Competitive Strategies for Market Leaders

D. Other Competitive Strategies
E. Product Life-Cycle Marketing Strategies
F. Marketing in a Slow-Growth Economy
G. Summary

H. Applications
19. PART 5 Creating Value
A. Introduction: Creating Value
20. Chapter 13 Setting Product Strategy

A. Introduction: Setting Product Strategy

B. Product Characteristics and Classifications
C. Differentiation
D. Design

E. Luxury Products
F. Environmental Issues
G. Product and Brand Relationships
H. Packaging, Labeling, Warranties, and Guarantees
I. Summary

J. Applications
21. Chapter 14 Designing and Managing Services
A. Introduction: Designing and Managing Services
B. The Nature of Services

C. The New Services Realities

D. Achieving Excellence In Services Marketing
E. Managing Service Quality
F. Managing Product-Support Services
G. Summary

H. Applications
22. Chapter 15 Introducing New Market Offerings
 A. Introduction: Introducing New Market Offerings

B. New-Product Options
C. Challenges in New-Product Development
D. Organizational Arrangements
E. Managing the Development Process: Ideas

F. Managing the Development Process: Concept to Strategy

G. Managing the Development Process: Development to
Commercialization
H. The Consumer-Adoption Process

I. Summary
J. Applications
23. Chapter 16 Developing Pricing Strategies and Programs
A. Introduction: Developing Pricing Strategies and Programs
B. Understanding Pricing

C. Setting the Price

D. Adapting the Price
E. Initiating and Responding to Price Changes
F. Summary

G. Applications
24. PART 6 Delivering Value
A. Introduction: Delivering Value
25. Chapter 17 Designing and Managing Integrated Marketing
Channels

A. Introduction: Designing and Managing Integrated

Marketing Channels
B. Marketing Channels and Value Networks
C. The Role of Marketing Channels

D. Channel-Design Decisions
E. Channel-Management Decisions
F. Channel Integration and Systems
G. E-Commerce Marketing Practices

H. M-Commerce Marketing Practices

 I. Conflict, Cooperation, and Competition
J. Summary
K. Applications

26. Chapter 18 Managing Retailing, Wholesaling, and Logistics

A. Introduction: Managing Retailing, Wholesaling, and
Logistics
B. Retailing

C. Private Labels
D. Wholesaling
E. Market Logistics

F. Summary
G. Applications

27. PART 7 Communicating Value

A. Introduction: Communicating Value

28. Chapter 19 Designing and Managing Integrated Marketing

Communications
A. Introduction: Designing and Managing Integrated

Marketing Communications

B. The Role of Marketing Communications

C. Marketing Communications Mix

D. How Do Marketing Communications Work?

E. Developing Effective Communications

F. Selecting the Marketing Communications Mix

G. Managing the Integrated Marketing Communications

Process

H. Summary
I. Applications

29. Chapter 20 Managing Mass Communications: Advertising, Sales

Promotions, Events and Experiences, and Public Relations

A. Introduction: Managing Mass Communications:

Advertising, Sales Promotions, Events and Experiences,

and Public Relations

 B. Developing and Managing an Advertising Program
C. Sales Promotion

D. Events and Experiences

E. Public Relations
F. Summary

G. Applications
30. Chapter 21 Managing Digital Communications: Online, Social

Media, and Mobile

A. Introduction: Managing Digital Communications: Online,

Social Media, and Mobile

B. Online Marketing

C. Social Media
D. Word of Mouth

E. Mobile Marketing
F. Summary

G. Applications

31. Chapter 22 Managing Personal Communications: Direct and

Database Marketing and Personal Selling

A. Introduction: Managing Personal Communications:

Direct and Database Marketing and Personal Selling

B. Direct Marketing

C. Customer Databases and Database Marketing

D. Designing the Sales Force

E. Managing the Sales Force

F. Principles of Personal Selling

G. Summary

H. Applications
32. PART 8 Conducting Marketing Responsibly for Long-Term

Success

A. Introduction: Conducting Marketing Responsibly for

Long-Term Success
33. Chapter 23 Managing a Holistic Marketing Organization for the

Long Run
A. Introduction: Managing a Holistic Marketing

Organization for the Long Run

B. Trends in Marketing Practices

C. Internal Marketing

D. Socially Responsible Marketing

E. Marketing Implementation and Control

F. The Future of Marketing

G. Summary
H. Applications

I. Appendix: Tools for Marketing Control

34. Back Matter

A. Appendix: Sonic Marketing Plan and Exercises

B. Endnotes
C. Glossary

D. Name Index

E. Company, Brand, and Organization Index

F. Subject Index
 Marketing Management
15

Global Edition

Philip Kotler

Northwestern University

Kevin Lane Keller

Dartmouth College

Boston Columbus Indianapolis New York San

Francisco Amsterdam Cape

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Delhi Mexico City São Paulo Sydney Hong

Kong Seoul Singapore Taipei Tokyo

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Authorized adaptation from the United States edition, entitled Marketing

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ISBN 10: 1-292-09262-9

ISBN 13: 978-1-292-09262-1

etext ISBN 13: 978-1-292-35820-8

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library

eText formatted by Learning Mate

This book is dedicated to my wife and best

friend, Nancy, with love.

—PK

This book is dedicated to my wife, Punam, and my

two daughters, Carolyn and Allison, with much love

and thanks.

—KLK
About the Authors

Philip Kotler is one of the world’s leading authorities on marketing. He is the S.

C. Johnson & Son Distinguished Professor of International Marketing at the

Kellogg School of Management, Northwestern University. He received his

master’s 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.

Dr. Kotler is the coauthor of Principles of Marketing and Marketing: An

Introduction. His Strategic Marketing for Nonprofit Organizations, now in

its seventh edition, is the best seller in that specialized area. Dr. 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; Kotler on Marketing; Lateral Marketing;

Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Marketing

Your Way to Growth; Winning Global Markets; and Corporate Social

Responsibility.

In addition, he has published more than 150 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. In 2013, he received the William L. Wilkie “Marketing for a Better

World” Award and subsequently received the Sheth Foundation Medal for
Exceptional Contribution to Marketing Scholarship and Practice. In 2014, he

was inducted in the Marketing Hall of Fame.

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, the

University of Economics and Business Administration in Vienna, and

Plekhanov Russian Academy of Economics. Professor Kotler has been a
consultant to many major U.S. and foreign companies, including IBM, General
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