Table of Contents

Part 1. Markets and Marketing Definition Customer power and satisfaction Trends New ideas in marketing Major challenges Deficiencies of marketing / Criticisms of marketing Skills Careers Part 2. Marketing Strategy Segmentation Targeting Positioning Differentiation Innovation Part 3. Marketing Tools (The Four P's) Product Branding / Service Price Place (Distribution) Promotion Advertising / Sales promotion / Public relations / Sales promotion / Sales management and selling / Sponsorships / Media / Buzz marketing Part 4. Marketing Planning Marketing Research Part 5. Marketing Organization Part 6. Marketing Control Part 7. Marketing Areas of Application Consumer packaged goods Retail marketing Small business marketing / Direct marketing Loyalty marketing CRM and database marketing Internet marketing Professional marketing Personal marketing / International marketing Place marketing Recession marketing Political marketing Social Responsibility Marketing Part 8. Marketing Excellence ----------------

About the Author

Philip Kotler is one of the world's foremost experts on the strategic practice of marketing, voted the first Leader in Marketing Thought by the American Marketing Association. The S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management of Northwestern University, he is the author of many influential books, including Marketing Management and Kotler on Marketing.