Marketing guru Philip Kotler and global marketing strategist
Milton Kotler show you how to survive rough economic waters
With the developed world facing slow economic growth,
successfully competing for a limited customer base means using
creative and strategic marketing strategies. Market Your Way to
Growth presents eight effective ways to grow in even the
slowest economy. They include how to increase your market share,
develop enthusiastic customers, build your brand, innovate, expand
internationally, acquire other businesses, build a great reputation
for social responsibility, and more. By engaging any of these
pathways to growth, you can achieve growth rates that your
competitors will envy.
* Proven business and marketing advice from leading names in the
industry
* Written by Philip Kotler, the major exponent of planning
through segmentation, targeting, and position followed by ‘the 4 Ps
of marketing’ and author of the books Marketing 3.0, Ten Deadly
Marketing Sins, and Corporate Social Responsibility,
among others
* Milton Kotler is Chairman and CEO of Kotler Marketing Group,
headquartered in Washington, DC, author of A Clear-sighted View
of Chinese Marketing, and a frequent contributor to the China
business press
Содержание
Introduction: Preparing to Master the Eight
Pathways to Growth xi
1 Grow by Building Your Market Share 1
2 Grow through Developing Committed Customers and Stakeholders 27
3 Grow by Developing a Powerful Brand 49
4 Grow by Innovating New Products, Services, and Experiences 73
5 Grow by International Expansion 117
6 Grow by Mergers, Acquisitions, Alliances, and Joint Ventures 135
7 Grow by B uilding an Outstanding Reputation for Social Responsibility 153
8 Grow by Partnering with Government and NGOs 169
Epilogue 191
Notes 201
Index 207
Об авторе
PHILIP KOTLER is one of the world’s leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the author of Marketing Management (14th ed.), Marketing 3.0, Ten Deadly Marketing Sins, and Corporate Social Responsibility, among others. He is also the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management. The Financial Times ranked him the fourth most influential management guru, and the Wall Street Journal ranked him the sixth most influential business thinker.
MILTON KOTLER is Chairman of Kotler Marketing Group USA, headquartered in Washington, DC, and Kotler Marketing Group China, headquartered in Beijing and recognized as the #1 marketing strategy consultancy in China. He is also author of A Clear-Sighted View of Chinese Business Strategy and a frequent contributor to the China business press.
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