Philip Kotler's name is synonymous with marketing. His books have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. His best-selling Marketing Managernentwas named by the Financial Times as one of the 50 best business books ever written.Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers and students alike, freshly written and based on his ohenomenallv successful worldwide lectures.

Philip Kotler's name is synonymous with marketing. His books have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. His best-selling Marketing Managernentwas named by the Financial Times as one of the 50 best business books ever written.Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers and students alike, freshly written and based on his ohenomenallv successful worldwide lectures.

Preface xi

PART ONE: STRATEGIC MARKETING

1. Building Profitable Businesses Through World-Class Marketing

2. Using Marketing to Understand, Create, Communicate, and Deliver Value

3. Identifying Market Opportunities and Developing Targeted Value Offerings

4. Developing Value Propositions and Building Brand Equity..

PART TWO: TACTICAL MARKETING

5. Developing and Using Market Intelligence

6. Designing the Marketing Mix

7. Acquiring, Retaining, and Growing Customers

8. Designing and Delivering More Customer Value

PART THREE: ADMINISTRATIVE MARKETING

9. Planning and Organizing for More Effective Marketing

10. Evaluating and Controlling Marketing Performance

PART FOUR: TRANSFORMATIONAL MARKETING

11. Adapting to the New Age of Electronic Marketing

Appendix

Characteristics, Success Strategies, and Marketing Department

Roles in Different Types of Industrial Businesses

Notes

Company and Brand Name Index

Subject Index