Marketing Management

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 Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, and others in the areas of marketing strategy and planning, marketing organization, and international marketing. He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies about global marketing

Part 1. Understanding Marketing Management 
1. Defining Marketing for the New Realities 
2. Developing Marketing Strategies and Plans 

Part 2. Capturing Marketing Insights 
3. Collecting Information and Forecasting Demand 
4. Conducting Marketing Research 

Part 3. Connecting with Customers 
5. Creating Long-term Loyalty Relationships 
6. Analyzing Consumer Markets 
7. Analyzing Business Markets 
8. Tapping into Global Markets 

Part 4. Building Strong Brands 
9. Identifying Market Segments and Targets
10. Crafting the Brand Positioning
11. Creating Brand Equity 
12. Meeting Competition and Driving Growth 

Part 5. Shaping the Market Offerings 
13. Setting Product Strategy 
14. Designing and Managing Services 
15. Introducing New Market Offerings 
16. Developing Pricing Strategies and Programs 

Part 6. Delivering Value 
17. Designing and Managing Integrated Marketing Channels 
18. Managing Retailing, Wholesaling, and Logistics 

Part 7. Communicating Value 
19. Designing and Managing Integrated Marketing Communications 
20. Managing Digital Communications: Online, Social Media and Mobile Marketing 
21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 
22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling 

Part 8. Managing the Marketing Organization 
23. Conducting Marketing Responsibly for Long-Term Success